Keywords Research Guide – Find the Right Keywords for you Business

Keywords Research Guide by AdNabu

When it comes to keywords research for Google AdWords, we often come across these standard questions like “What is the most effective and creative way to pick keywords for an ad group/campaign?” and “Which kind of match type should we use?”

Whether you are a newbie or an AdWords expert, finding the right keywords for your PPC ad campaign can be time-consuming and still might not be perfect on the first attempt.

However, there is a smart way to do this using our AdWords automation tool. AdNabu helps you create an extensive list of relevant keywords automatically. You can check out our keyword planner tool for more details.

If you still wish to go by the conventional way, here is a short guide for you with hacks to be an expert at finding the most relevant keywords.

Why is it essential to have the right keywords in place?

There are many reasons why it is essential to have the right keywords in place, few of them are as follows:

  • It helps in lowering your cost-per-click
  • It helps in improving your Quality Score
  • You will not miss out on any potential customer
  • You can optimize your bids better

Getting started with a brainstorming for keywords research is a difficult thing to do. Therefore we have created a list of things you should know and keep in mind before you start adding keywords randomly to your list:

Find the right Parent keywords:

Keyword research is a must before setting up your campaign. It helps in identifying and prioritizing the keywords which will be a part of your ad campaign. However, it is not necessary to add more keywords but the right keywords. The foremost thing to do is to figure out the parent or focus keywords. Here, fill the list with keywords that best describe your business. These parent keywords are the base for your campaign. Hence, if curated carefully, your 50% job is done. This step can make or break your campaign.

Are keyword research tools worth it?

It is an elaborate and time-consuming process to list down all possible keywords and here is a guide for you that contains top PPC tools that will help in reducing effort to find the best keywords. Here are a few choices:


AdNabu can automate the keywords research for you. When you enter your landing page, AdNabu will automatically suggest relevant keywords which can be used to advertise the page. You can then select them as well as add new keywords. AdNabu will also automatically discover new long tail keywords from this initial set of keywords.

Google keyword planner:

Keyword Planner is a free AdWords tool for keywords research. It is like a workshop for building new campaigns or expanding existing ones. You can search for keyword and ad group ideas, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together. Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns.


Linkio uses backlink information for your website combined with competitor backlink data to help SEO professionals target the best anchor text phrases for link building initiatives. The tool shows you exactly what anchor text to build next and in what order with percentages, crawls and validates backlinks, and simplifies disavow file management.


This is one of the alternatives to Google Keyword Planner. Keyword Tool helps to discover new long-tail keywords related to any topic. in an Incognito Window:

You can discover autofill opportunities while searching in an incognito window. This will bring up that all-familiar list of autofill options, many of which can help guide your keywords research. The incognito ensures that any customized search data Google stores when you’re signed in are left out. Incognito may also be helpful to see where you indeed rank on a results page for a particular term.

Google Trends:

This tool shows how often a particular search term is used by users relative to the total search volume across various regions of the world.


BuzzSumo majorly helps an advertiser in identifying & analyzing what content performs best for any topic or competitor. It allows you to find the most shared content on a given topic/keyword or from a specific domain. You can choose the type of content you want (article, info-graphics, videos, etc.) and you can sort results by a significant social network.

Competitive Research:

Competition research helps you to understand a competitor’s acquisition strategy and sometimes their business strategy. Knowing about your competition assists in formulating your plan. With the valuable information about your competitors, you can estimate your budget and other critical information. Following are the tools which would be helpful for competition research.


SEMrush helps to find top organic and paid competitors for a particular keyword in Google Search. It also helps you to find your competitors based on your target keywords. With that, you can identify the keywords your competition is targeting and corresponding ad copy.


The central value proposition of SpyFu is to see or to “spy on” the keywords that competitors use and improve SEM and SEO strategies based on those. It also gives the cost per click and search volume statistics on keywords and uses that data to approximate what websites are spending on advertising. It also has a neat feature to download all of your competitors’ keywords.


iSpionage is easy-to-use competitive intelligence tool. It provides accurate, up-to-date competitive intelligence information. It allows you to gain insight into competitors’ useful keywords, ad copies, and ad budget.

What is the importance of long tail keyword?

Long-tail keywords are longer phrases of the parent keywords you selected above. They are more specific and have detailed information about the search requirement.

Managing long tail keywords can be a tedious job as every day new customers will come and search using different search terms for products you sell. AdNabu can help you find all these keywords not just once but will automatically keep updating at regular intervals.
Even after so much effort, search volume for long tail keywords would be low, but on the bright side, the traffic you draw from these searches will be very focused towards the product or services you provide.

Long Tail keywords also help in improving your quality score as they allow you to create a particular ad for different keywords.

How to structure AdGroup correctly?

Structuring campaign to get the best output can be a little tricky. We recommended you to use single keyword ad groups, as we believe that this practice renders better results than the traditional multi-keyword ad groups. This is backed by our research-based understanding of AdWords over time.
We, at AdNabu, have compiled a blog with rationale, detailed insights, and benefits of single keyword ad groups.

What Match type works most efficiently?

We recommended advertisers to use Broad Match Modifier, Phrase Match, and Exact Match but not a Broad Match as it tends to attract a lot of irrelevant clicks.To minimize the irrelevant clicks, advertisers can use Negative Keywords.

P.S.: Know more about how different match type work here.

How important are Negative keywords and how to manage them?

Identifying the right keywords for your business can often be a tiring task, but it pays off in the long run. And when you set your keywords right, they can render higher Click-through Rates and possess a better Quality Score. Likewise, finding Negative keywords is a harder job to do as it requires plenty of planning and research. Having said that it is a difficult task, I cannot emphasize more about how important it is to run a successful campaign.

Read more about different ways to find Negative keywords for your campaign.

About the author

Mantha Sai Praveen

Content marketer by day, a poet by night.

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