Keyword research is a starting point for Google Ads campaigns and organic search content. One tool for this is Google's Keyword Planner .

Here is a step-by-step guide to using the tool:

1. Keyword research

Why does this matter?
Search campaigns use keywords. Choose terms that match your product or service to reach a relevant audience.

How do you find relevant keywords?

  • Use Keyword Planner .

  • You can access it through:
    Google Ads > Tools and settings (🔧) > Keyword Planner.

  • Search for up to 10 terms to see search volumes and additional keyword ideas.

  • Download the list to Excel for further analysis.

2. Filter and organise keywords

  • Remove irrelevant keywords.

  • Focus on specific terms rather than general ones to reduce wasted spend.

  • Create Ad groups by topic:

    • For example, for a law firm:

      • "Divorce" group: divorce lawyer, divorce solicitor.

      • "Prenuptial agreements" group: prenuptial agreement lawyer, preparing a prenuptial agreement.

3. Create a Google Ads campaign

  1. Open the "Campaigns" and click ➕ screen to add a campaign.

  2. Choose an objective: "Create a campaign without a goal's guidance" (recommended in this guide).

  3. Choose a campaign type: "Search".

  4. Click "Continue" without selecting a target.

4. Campaign settings

  • Campaign name Use a clear name.

  • Networks Keep the Search Network selected and deselect the Display Network.

  • Locations:

    • For a business serving the whole country, select "Israel".

    • For a local business, choose specific cities and prioritise them with a higher bid.

    • Click "More options" and select "People in the selected locations".

  • Languages Select "All languages".

  • Daily budget Calculate it using average cost per click (CPC):

    • If average CPC is ILS 10, the minimum daily budget recommended in this guide is: ILS 100 (10 times the CPC).

  • Bidding strategy –

    • Start with "Maximise clicks".

    • For high competition, the original guide suggests "Manual CPC" and location-based bid adjustments.

      Click "Continue".

5. Create ad groups and ads

  1. Create ad groups

    • Click "Ad groups" > ➕ > give each group a clear name.

    • Add the relevant keywords.

  2. Create ads

    • The original guide lists these ad formats:

      • Expanded text ad (ETA) 3 headlines and 2 descriptions.

      • Responsive search ad (RSA) Google combines headlines and descriptions dynamically.

    • Copywriting points:

      • Include the main keyword in headline 1 or 2.

      • Add a call to action in the description:

        • "Get a free consultation" / "Contact us today"

After creating ad groups and ads, continue to ad extensions.

6. Add ad extensions

  • Click "Ads and extensions" > "Extensions" > ➕.

  • Suggested additions:

    • Sitelinks (at least 4).

    • Call extension (for quick contact).

    • Callout extensions Highlight business benefits.

    • Structured snippets and location where relevant.

7. Refine keyword match types

Choose keyword match types to suit your goal:

  • Broad match: family lawyer: the guide describes this as bringing overly broad traffic.

  • Phrase match: "family lawyer" a closer fit.

  • Exact match: [family lawyer] more focused.

 To change match types:
"Keywords" > Edit (✏️) > Change match types.

Summary

✅ Keyword research Use Google's Keyword Planner.
✅ Filter and organise keywords Group them into ad groups.
✅ Campaign setup Choose Search, a budget, locations and a bidding strategy.
✅ Create effective ads Use clear, engaging headlines and a call to action.
✅ Ad extensions Add information that helps people understand the ad and take action.
✅ Ongoing improvement Refine keyword match types and optimise based on results.

 The campaign is ready. Next comes monitoring and optimisation. 🚀

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