Using the Keyword Planner Tool

Keyword research remains the backbone of performance marketing. And your best ally for this is Google's Keyword Planner.

Go to Tools → Planning → Keyword Planner.

You'll see two main options:

1. Discover New Keywords: explore new search ideas based on products, services, or websites;
2. Get Search Volume and Forecasts: estimate performance and costs for a keyword list you already have.

Discovering New Keywords

You can:

• Specify language (e.g., English) and location (e.g., United States);
• Exclude competitor domains (optional) — though sometimes analyzing them helps reveal keyword gaps;
• Click Get Results to see hundreds of related keyword ideas.

You'll get a detailed table showing:

• Average monthly searches;
• Search trend changes over time;
• Competition level (Low, Medium, High);
• Suggested bid ranges (CPC).

Analyzing Search Volume and Forecasts

Once you've selected potential keywords, paste them into the Search Volume & Forecast tab. This feature shows you:

• Estimated clicks, impressions, and cost;
• Competition level and average CPC;
• Predicted conversions and CPA (Cost Per Acquisition);
• Breakdown by device (mobile, desktop, tablet) and location.

Keyword Planning Sheet

This turns messy research into a structured, data-driven plan.

Understanding Match Types

Now that you can identify the right keywords, it's time to control how those keywords trigger your ads.

There are four main types:

How to Manage Match Types in Google Ads

Step 1: Review and Adjust Keywords

Go to Audiences & Keywords → Keywords. You'll see each keyword's match type indicated by its symbols:

• Broad: no marks → photo;
• Phrase: quotes → "corporate photography";
• Exact: brackets → [commercial photography].

To change types, click the edit icon (✏️) and adjust the syntax. Google Ads will automatically reformat it.

Step 2: Analyze Search Terms

Under Insights & Reports → Search Terms, you can review:

• Which user queries triggered your ads;
• Their match types (added or excluded);
• Performance metrics like clicks, impressions, CTR, CPC, and cost.

Use this data to refine your keyword list and add new negatives where necessary.

Step 3: Add Negative Keywords

Navigate to: Keywords → Negative Keywords → Add Negative Keywords or Create List.

You can apply them to:

• Campaign Level: affects all ad groups;
• Ad Group Level: affects only one product/service segment;

Start with a standard negative list and keep expanding it as real campaign data comes in.

Building Your First Ad Group the Smart Way

Step-By-Step Building a Clean Ad Group

1. Create the ad group: name it clearly, e.g. Running_Shoes_Men_USA;
2. Add 5–10 tightly related keywords start with Exact and Phrase for control;
3. Write 2–3 Responsive Search Ads (RSAs)
   • Put the main keyword in Headline 1 (or pin it to position 1).
   • Cover benefit + proof in other headlines (e.g. "Free 30-Day Returns", "Size Guide Included", "Ships in 24h").
   • Descriptions: promise + proof + CTA (e.g. "Run lighter with pro-grade cushioning. Free shipping today. Shop now")
4. Set the landing page: send traffic to the most relevant page (e.g., /running-shoes/men), not the homepage;
5. Add assets (extensions)
   • Sitelinks: New Arrivals, Size Guide, Returns;
   • Callouts: Free Shipping, 30-Day Returns;
   • Structured snippets: Brands (Nike, Adidas, Hoka…).
6. Add negatives at campaign level (if broad): block low-intent terms: free, cheap, jobs, DIY, how to clean shoes, etc.

Writing Ad Copy That Sells (with Frameworks)

A strong Google Ad does three simple but powerful things:

1. Grabs attention: by being relevant to what people just searched for;
2. Communicates value: by showing what problem you solve or what benefit they'll get;
3. Ends with a clear call-to-action (CTA): what you want people to do next.

Three Proven Copywriting Frameworks

Using Ad Extensions Effectively

No extra pay for adding them — you only pay for clicks, just like usual.
But ads with extensions usually perform better because they take up more space on the screen — especially on phones.

The Seven Core Types of Ad Extensions

1. Sitelink: adds extra links to specific pages on your site;
2. Callout: adds short, non-clickable selling points;
3. Structured Snippet: lists categories or services under a topic;
4. Call: adds a clickable phone number;
5. Location: shows your address, map pin, and directions;
6. Price: displays product/service pricing directly under your ad;
7. App: adds a direct download link for your app.

Ad Approval Best Practices

When you create and submit a new ad, Google runs it through an automated review system. It checks three main things:

• Your ad copy (text and headlines);
• Your landing page (the website link where people will go);
• Your visuals or creative assets.

Most ads are approved within 24 hours, but sometimes Google will send your ad for manual review — especially if it's in a sensitive category like health, finance, or legal services.

If Google finds a violation, your ad can be:

• Disapproved (stopped from running);
• Limited (restricted visibility);
• Or, if repeated, your entire account can be penalized.

Common Reasons Ads Get Disapproved

You can find Google's Ad Policies inside your Ads account or at support.google.com/adspolicy.

How to Check Your Ad Status

• Go to Ads & Extensions (Assets);
• Find the Ad Status column;
• Hover over any ad marked "Disapproved".

Fixing and Appealing Ad Disapprovals

Once you know what caused the issue, you have two options:

1. Fix it yourself:
   • Edit your ad text, image, or URL;
   • Click Resubmit.
2. Appeal the decision:
   • If you're sure the ad follows the rules, click "Appeal";
   • Submit a short explanation and ask for a manual review.

For ongoing or repeated issues, use the Policy Troubleshooter in Google Ads.