Google Keyword Planner

The Google Keyword Planner is a free tool offered by Google and is primarily used for planning search engine advertising (SEA). The tool helps you to find and analyze relevant keywords for your online marketing campaigns.

It makes it possible to check the popularity of certain search terms, recognize seasonal trends and obtain estimates of search frequency and possible advertising costs.

Advantages for SEO and SEA

There are several advantages to using the Google Keyword Planner:

  • SEO (search engine optimization)
    Recognizing keywords that your target group uses, allowing you to better target your content to them.
  • SEA (search engine advertising): Optimization of your Google Ads campaigns through accurate data on search volume and cost per click (CPC).

Access to the Keyword Planner

To get access to the Google Keyword Planner, you need a Google Ads account. Follow these steps to use the tool:

  1. Visit Google Ads and sign in with your Google account.
  2. Select “Tools and settings” in the menu.
  3. Click on “Keyword planner” under “Planning”.

Access is basically free, but more detailed data is often only available if you already have advertising spend in Google Ads.

Functions of the Google Keyword Planner

The Google Keyword Planner allows you to discover new and relevant keywords that match your product, service or website. Here are the core functions for the keyword search:

  • Search for keyword ideas: Enter a basic keyword and get a variety of related suggestions.
  • Keyword suggestions based on website or product category: Load a URL or enter a specific category to get targeted keywords.

Determine search volume and trends

Average monthly search queries

Here you can see the average number of search queries per month for each keyword. This helps you to understand how often a term is searched for in Google.

Seasonal trends and fluctuations

Analyze how the search volume changes over the course of the year to identify seasonal fluctuations and trends. This is particularly useful for planning time-dependent campaigns.

Manage and expand keyword lists

Upload and edit keyword lists

You can upload, edit and save existing keyword lists to manage your campaigns effectively.

Combine keyword lists for new ideas

Combine different keyword lists to generate new ideas and combinations that may be more effective.

Call up forecasts and estimates

Estimated cost per click (CPC) and competition

Get information about the estimated cost per click and the competition intensity for each keyword.

Predicted clicks and impressions for keyword lists

Look at estimates for the number of clicks and impressions you can expect for your selected keywords based on your budget and current bidding strategies.

Now that you understand how to find and analyze new keywords with the Google Keyword Planner, let’s look at how you can use this information for your SEO strategies.

Using the Keyword Planner for SEO

Keyword research is the cornerstone of any SEO strategy. The Google Keyword Planner helps you to identify keywords that are relevant to your business and are actively searched for by your target group.

Identification of relevant keywords and search intent

Relevant keywords

Find keywords that exactly match your products or services and arouse the interest of potential customers.

Understanding search intent

Understand what users are really looking for when they use certain keywords. This helps you to create content that is precisely tailored to their needs.

Analysis of search volume and competition

  • Search volume: Choose keywords with sufficient search volume to ensure that enough people search for these terms.
  • Competition: Recognize how high the competition is for certain keywords in order to estimate realistic chances for a good placement in the search results.

Creation of a thematically structured keyword list

Organize your keywords in thematic clusters to optimize your website structure and content strategy.

Integration of keywords in on-page optimization

Use the keywords found in various on-page elements to improve your SEO:

  • Title tags
  • Meta descriptions
  • Headings
  • Content of the text

Creation of a keyword map for the website

Create a keyword map that shows which keywords should be used on which pages of your website. This helps to avoid duplication and maximize relevance.

Now that you’ve seen how the Google Keyword Planner can be integrated into your SEO strategy, let’s take a look at how the tool can support your SEA campaigns.

Use of the Keyword Planner for SEA

The Google Keyword Planner is an indispensable tool for creating effective Google Ads campaigns. It allows you to identify keywords that are not only relevant but also profitable.

Identification of profitable keywords with a high conversion probability

Focus on keywords that offer a high probability of conversions. This means that they are not only often searched for, but also used by users who have a clear intention to buy.

Selection of keywords with appropriate search volume and competition

  • Search volume: Choose keywords with sufficient volume to achieve a visible effect.
  • Competition: Consider the competition to determine if you are able to compete for these keywords.

Structuring ad groups based on the keyword lists

Organize your keywords into meaningful ad groups that allow you to place targeted ads aimed at specific user needs.

Optimization of ad texts and bids based on keyword data

Use the insights from the Keyword Planner to adjust your ad texts and optimize your bidding strategies. This ensures a better performance of your campaigns.

With these strategies, you can use the Google Keyword Planner effectively for your SEA campaigns. However, in order to exploit the full potential, there are other tips for using the tool, which we will look at next.

Tips for using the Keyword Planner effectively

Using keyword variations and especially long-tail keywords can help you target more specific and often less competitive search queries. These keywords are usually more precise and can have a higher conversion rate.

Regular updating and expansion of keyword lists

To keep your SEO and SEA strategies fresh and effective, you should regularly update and expand your keyword lists:

  • Check regularly for new trends: Keep an eye on seasonal trends and sudden changes in search behavior.
  • Expand your lists: Regularly add new, relevant keywords to increase your reach.

Consideration of search intent and conversion potential when selecting keywords

Choose keywords not only based on their volume, but also on their intention:

  • Informative keywords: Good for blog posts and informative content.
  • Transactional keywords: Ideal for product pages and campaigns aimed at sales.

Combination with other keyword research tools for comprehensive analyses

Although Google Keyword Planner is a powerful tool, combining it with other tools such as Ahrefs, SEMrush or Ubersuggest can provide a more comprehensive view of search behavior and further keyword opportunities.

While the Google Keyword Planner offers many advantages, there are also some limitations to consider. In the next section, we will explore these limitations as well as possible alternatives to further optimize your keyword research.

Limits and alternatives to the Google Keyword Planner

The Google Keyword Planner often only provides estimates of search volume, which are not always accurate, especially for very specific or new keywords. These restrictions can affect the planning of campaigns and SEO strategies.

Limited data for users with a low ad budget

Users who invest little or no money in Google Ads often only receive limited data. This can disadvantage small companies or beginners who want to use the full scope of the tool.

Alternative keyword research tools

There are a number of tools that can serve as a supplement or alternative to the Google Keyword Planner:

  • Ahrefs: Provides comprehensive data on keywords, backlinks and competitors.
  • SEMrush: An all-in-one tool that helps to optimize digital marketing campaigns.
  • Ubersuggest: A low-cost tool that offers keyword suggestions, SERP analysis and competition research.

These tools can offer different perspectives and additional data that complement or surpass the Google Keyword Planner.

In summary, it can be said that the Google Keyword Planner remains a useful tool for keyword research in SEO and SEA despite some limitations. In the next section we summarize the main points and give a recommendation for its regular use.


The Google Keyword Planner is an indispensable tool for anyone involved in SEO and SEA. It offers numerous functions that help you to plan and optimize your online marketing strategies. From identifying new keywords and understanding search trends to analyzing competition and costs – the tool helps you to design your digital campaigns effectively.

Summary of the advantages and possible uses of the Google Keyword Planner

  • Versatile keyword research: Identify relevant keywords for SEO and SEA.
  • Analysis and forecasts: Gain insights into search volume, CPC and market conditions.
  • Customization and optimization: Use the data to improve your content and ads.

Importance of careful keyword research for SEO and SEA

Thorough keyword research is crucial in order to be successful in search engine results and to run targeted advertising campaigns. The Google Keyword Planner is a valuable resource for this.

Recommendation for regular use and optimization of the keyword strategy

Regular use and adaptation of your keyword strategy are essential in order to be able to react to changes in search trends and competitive conditions. The Keyword Planner should therefore be an integral part of your marketing toolbox.

By using the Google Keyword Planner correctly, you can ensure that your digital marketing strategies are always data-driven and targeted. Use this tool to continuously improve your SEO and SEA efforts and keep them up to date.