How To Do Keyword Research With Keyword Planner For Google Ad Groups (Life Insurance)

We’ve got another great video crammed full of information all about Google Ads ad groups & keyword research specifically for the life insurance niche, so you can get some real-life examples of how you can apply your Google Ads knowledge when setting up a campaign.

You can also read this short article which will take you through some tips and tricks to help you get the most out of using Keyword Planner.

Refining Your New Keywords 

Please note, if you are planning to access Keyword Planner, you must remember to use expert mode and NOT smart mode and also have your account set up completed along with all your billing information and campaign set up. If you are not quite ready to make your campaign live you can always pause your campaigns temporarily.

It can be really exciting to unleash the power of Keyword Planner, as it allows you to discover new keyword ideas for your Search campaign. As soon as you have your keyword list, the first step would be to refine the ideas and make sure you are using those keywords that are most relevant to your campaigns. 

We are going to show you how you can quickly focus on the keywords that are the most relevant to your business.

First, you will need to filter and refine by category.

Filtering your results will help you to get a better understanding of which keywords are likely to be successful for your intended audience. To do this, you click the filter icon above the table of results and then select the filter you wish to edit.

You have options to filter by average monthly searches, keyword text, top of page bid (low or high range), organic impression share, competition, ad impression share or exclude keywords already in your account.

You can also be very specific with your categories by matching your own keyword ideas to categories, for example, if your keywords are about handbags, you might want to use a category for handbag colour.

Don’t forget that all categories are selected by default and you will need to uncheck boxes next to categories if you want to remove them from your list of keyword ideas.

Next, you may choose to narrow your keyword list by location, using targeting settings. For example, you may want to show ads for your hotel in France to customers who speak German are searching on Google or Google partner sites. 

For this campaign example, you will be able to edit the settings in the Targeting panel above the graph to get keyword ideas as well as historical statistics relating to this campaign.

  • Location settings: You can enter a geographical location, including countries, regions, territories or cities. You can also click ‘Nearby’ to get ideas for locations that are near the location that you entered previously. 
  • Language settings: You can either scroll through the list of languages and select the one you need or enter a language directly in the box. 
  • Network settings: Select ‘Google’ to get ideas for Google Search or select ‘Google and search partners’ to get ideas for Google Search, other Google search sites like Maps and Google search partner sites (ie those sites that are showing ads).

The next stage is to customise your campaign by date range. This is particularly useful and relevant if you have a seasonal campaign or you are looking for keywords that are trending on Google Search. The date range feature within Keyword Planner will allow you to adjust the date range so that you can see search volume trends over specific time periods whilst also giving you suggestions for keywords that are more relevant during certain times of the year.

Related to the date range setting is the feature where you can match seasonal trends. For example, if your business sells engagement rings, you may find that your keywords are particularly popular in the run-up to Valentine’s Day, so you can then think about using the date range feature to find other keywords that have been popular that month. Alternatively, you could use the date range feature to help you with traffic forecasts for the month of February to help you plan your campaign for that date range. 

Finally, you may want to look at breaking down your keyword ideas to see how they impact on particular segments. You could look at:

  • Mobile trends: Compare just mobile trends against searches on all devices.
  • Breakdown by device: analyse your average monthly searches by computers, mobile devices with full browsers and tablets with full browsers.
  • Breakdown by location: See how many clicks your keywords get in each of your targeted locations.

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