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Power of Keyword Planner: Effective Budget Calculations and Strategies to Optimise Your Ad Spend for Maximum Conversions

Power of Keyword Planner

Maintaining a competitive edge is essential in the dynamic search engine optimization (SEO) world. Keyword Planner helps website owners, content creators, and marketers optimize content and reach the right audience by revealing valuable insights into search volume, competition, and trends. 

Google Ads 

Google Ads is a robust advertising platform that lets businesses reach their target audience and promote their products or services. It will enable businesses to create and display ads on Google Search Engine Results Pages (SERPs), partner websites, and a variety of other digital platforms. Google Ads operates on a pay-per-click (PPC) model, in which advertisers pay only when a user clicks on an ad. 

What are Google Ads?  

Google Ads is a powerful advertising platform that allows businesses to reach targeted audiences and effectively promote their products or services. It offers advertisers a variety of ad formats, targeting options, and analytics tools to optimize their campaigns and achieve their marketing goals. With billions of searches performed on Google every day, Google Ads provides an incredible opportunity for businesses to increase their online visibility and drive relevant traffic to their websites. 

The Basics of Keyword Planner 

What is a Keyword Planner?  

Keyword Planner is a powerful tool provided by Google Ads that helps you research and select keywords for your advertising campaigns. This allows advertisers and website owners to find relevant keywords based on their industry, product, or service. Keyword Planner is primarily aimed at Google Ads users but provides valuable insights you can use to optimize your content for organic search results and improve your overall SEO strategy. 

Accessing Keyword Planner within Google Ads 

Accessing Keyword Planner within Google Ads

A Google Ads account is required to access Keyword Planner. After logging into your account, go to the Tools and Pricing menu. Select Keyword Planner from the list. This will take you to the Keyword Planner dashboard, where you can research and analyse your keyword competition.

Key Features and Benefits of Keyword Planner 

Keyword Planner

  • Keyword Research: 

The primary purpose of Keyword Planner is to help users find relevant keywords. By entering a product, service, or topic related to your business, Keyword Planner generates a list of keyword ideas and valuable data such as average monthly search volume, competition level, and suggested bid amounts. This information lets you identify keywords with high search volumes and moderate competition, enabling you to target the right audience effectively. 

  • Historical Data and Forecasts: 

Keyword Planner provides historical data and forecasts that reveal search trends and patterns. By analysing this data, you can identify seasonal variations and adjust your content or advertising strategies accordingly. 

  • Keyword Grouping and Organization: 

Keyword Planner allows users to organize keywords into ad groups or campaigns. Proper organization will increase the effectiveness of your advertising efforts and improve the overall effectiveness of your campaigns. 

  • Budget planning:

Another essential aspect of Keyword Planner is its ability to estimate the cost of your advertising campaigns and plan your budget. You can calculate your potential cost by taking into account your proposed bid amount and your average monthly search volume and adjust your budget accordingly. 

Conducting Keyword Research 

Thorough keyword research is vital for the success of any online marketing campaign. It lays the foundation for effective SEO and advertising strategies by helping businesses understand the language and intent of their target audience. 

Conducting Keyword Research

Defining Campaign Objectives and Target Audience 

Before diving into keyword research, it is crucial to define clear campaign objectives and identify the target audience. Whether you are increasing website traffic, generating leads, or promoting sales, identify the specific goals you want to achieve with your event. Knowing your target audience’s demographics, interests will help you tailor your search terms and content accordingly. 

Utilising Keyword Planner to Generate Keyword Ideas 

Begin by entering relevant terms or phrases related to your industry, products, or services. 

  • Analysing search volume, competition, and trends 

Analysing keywords in Keyword Planner, pay attention to search volume, competition, and trends. High search volume means high demand for a keyword, but it also means high competition. It’s essential to find a balance between search volume and competition. Look for keywords with medium competition and high search volume to increase your chances of ranking higher. 

  • Identifying long-tail and high-converting keywords 

Long-tail keywords are more specific and usually consist of several words. Search volume may be low, but it often indicates higher user intent and can result in higher conversion rates. 

Calculate your cost per click (CPC) 

Calculate your cost per click (CPC)

Determining Cost Per Click and its significance 

CPC is an important metric because it directly impacts advertising campaigns’ overall cost and effectiveness. 

  • Quality score: 

Higher-quality ads with better user experiences typically achieve higher Quality Scores, which can result in lower CPCs. Ad relevance, click-through rates, and landing page quality contribute to the Quality Score. 

  • Ad Position: 

Ad position, or where your ad appears on search engine results pages, can impact CPC. Ads in higher positions tend to receive more clicks but also have a higher CPC. Finding the right balance between ad position and CPC is crucial to achieving the desired visibility and performance within budget constraints.

  • Targeting Settings:

Targeting settings, such as geographic location, language, and audience demographics, can influence CPC. Narrower targeting, focusing on specific locations or audiences, may result in higher CPCs but can also increase the likelihood of reaching more relevant users and improving conversion rates. 

Set your budget and bidding strategy 

Set your budget and bidding strategy

Calculate the right advertising budget 

Define your campaign and how much you want to invest to obtain them. Consider factors such as how competitive your industry is, the average cost-per-click (CPC) of your keywords, and the potential return on investment (ROI) you expect from your advertising efforts. 

Differentiating between daily and campaign budgets 

Google Ads allows you to set both daily and campaign budgets. Your daily budget is the most you want to spend mid-day. This gives you the flexibility to allocate your budget to different dates, allowing for fluctuations in productivity and spending patterns.

Choosing the Right Bidding Strategy for Your Campaign 

Google Ads offers various bidding strategies, including manual, automated, and enhanced cost-per-click (ECPC). The choice of bidding strategy depends on factors such as your campaign goals, budget, and level of control you want over your bids. 


Tracking and Analysing Performance 

Tracking and Analysing Performance  

Importance of Tracking and Measuring Campaign Performance 

By monitoring key metrics and performance indicators, you can gain insight into your business plans’ success, identify improvement areas, and allocate resources effectively. Tracking performance allows you to understand and make data-driven adjustments to maximize results.  

Setting Up Conversion Tracking in Google Ads 

Conversion tracking in Google Ads enables you to track and measure specific actions or conversions valuable to your business, such as purchases, form submissions, or newsletter sign-ups. By accurately tracking conversions, you can evaluate the success of your campaigns and optimize your advertising strategies accordingly. 

Leveraging Google Analytics for Advanced Insights 

Analytics allows you to analyse user demographics, behavioural trends, bounce rates, and more. Use these insights to make data-driven decisions, refine targeting, and optimize campaigns for better results. 

Reporting and performance evaluation 

Create custom reports in Google Ads 

By creating custom reports in Google Ads, you can customize your report with specific metrics and dimensions that best suit your campaign goals. To create your own report, go to the “Details” tab in Google Ads and click the “Customize” button. From here you can choose the metrics, dimensions, filters, and dates you want to include in your report. Custom reports give you the flexibility to focus on the performance data that matters most to your campaign and make informed decisions based on the insights gained.  

Understanding and Interpreting Campaign Reports 

Campaign reports in Google Ads provide valuable information about the performance of your campaigns. Here are some key elements to consider when analysing campaign reports: 

  • Performance Metrics: 

Pay attention to metrics such as impressions, clicks, click-through rate (CTR), conversions, cost per conversion, and return on ad spend (ROAS). These metrics provide insight into your campaign’s visibility, engagement, and conversion rates. 

  • Benchmarking: 

Compare performance data across campaigns, ad groups, keywords, and time periods. Look for trends, patterns, and differences in performance to identify areas that require optimization or further investigation. Use segmentation options to analyze performance by different parameters such as device, location, time of day, or demographics. 


Keyword Planner is a powerful tool within Google Ads that helps advertisers conduct thorough keyword research and optimize their campaigns. It provides valuable insights and data to aid in the selection of relevant keywords, estimating search volume, understanding competition, and identifying trends. With Keyword Planner, advertisers can generate keyword ideas, analyse search volumes, and determine the competitiveness of keywords. This tool helps advertisers target their audiences more effectively by identifying keywords with high long-tail conversion rates. 

Keyword Planner’s user interface is user-friendly, so advertisers can efficiently navigate and use its features. Advertisers can use Keyword Planner to improve the quality and relevance of their campaigns to ultimately achieve better results and maximize ROI. 

Moreover, to maintain a competitive edge in the dynamic world of search engine optimization (SEO), it’s crucial to consider tools like Keyword Planner and strategies such as Performance Max Campaigns

By effectively utilizing Keyword Planner and embracing innovative strategies like Performance Max Campaigns, businesses can significantly enhance their online visibility, attract relevant traffic, and ultimately achieve better results and maximize their return on investment (ROI). So, whether you’re a website owner, content creator, or marketer, integrating these tools and strategies into your digital marketing efforts can make a substantial difference in reaching and engaging your target audience effectively.

If you’re seeking professional guidance for optimising your PPC campaigns, contact Brandconn Digital Pvt Ltd today. We have a team of experienced PPC experts in India who can offer tailored strategies and insights that align with your business objectives and target audience.

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