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Our favorite Keyword Research Strategy

To succeed with Google Ads or SEO, you need to have a foolproof keyword research strategy.

Relevant keywords drive more sales at minimum cost. Your keyword list should be better than your competitors. In this article we will teach how to outperform them.

Before we start, make sure you understand how Google Ads match types work. If you do, let’s begin:

Keyword types.

There are four types of keywords:

  1. Informational keywords.  People want to find a solution for their problem. For example: “How to get rid of the eye-strain”.
  2. Product keywords. User is aware about solution or specific product.  For example: “Blue light glasses”.
  3. Transactional keywords – people are ready to make a purchase. Their search query may contain words associated with “buy”. Also, people can add location characteristics. For example: “Buy blue light glasses in Ireland”.
  4. Brand keywords. People typed name of specific brand in Google Search.


Each of keyword types should be addressed with a different strategy . It’s not likely to convert a new user from informational keyword. But these keywords may plan important part in brand awareness strategy.

Step 1. Generate a list of ideas (keyword map)

Let’s generate our first list of keywords.  

What 99% of users will do? 

They will just paste 2-3 keywords in Google KeyWord planner (free tool from Google that helps you to discover new keywords for your business and provides previous statistics of searches, competition, CPC etc.)

That’s a poor keyword research strategy. System will ignore thousands of relevant keywords.

For example let’s type “glasses” in KeyWord planner.

August 22, 2022 10:53:20 am - Screenshot

System generated pretty big list of keywords. The problem is that most of them were brand keywords. We got very few info and transactional keywords.

To solve this problem you need to provide more detailed list to keyword planner. This list should contain all keyword types.

For example, let’s say you want to sell blue light glasses. You can ask yourself:  “What topics do people search for that are related to my business?

Write down the topics that come to mind. 

These can be:

  1. glasses 
  2. blue light 
  3. eyewear
  4. eye strain


Good but still not enough? Let’s expand thus list further:

1. Check Wikipedia

You can find new keywords in Wiki blogs or relatable topics in the Search Related To block and Google Suggest block.

2. Use forums like Reddit.

People use Reddit to discuss events that happened in their life. It’s powerfull source if you want to understand your target audience. On Reddit, you can catch real people’s emotions and use them in advertising. 

3. Check Competitor’s sites. 

Competitor’s Sites can also give you more keywords to add to your list.

4. Search Synonyms for each word you generated

Our keyword map is ready 🙂 


Step 2. Upload keyword Map into a Keyword Planner

Let’s upload our keyword ideas 🙂

  1. Navigate to KeyWord planner. You can find it in your Google Account -> Tools & Settings -> Keyword Planner.



2. Click “Discover new keywords”.

3. Choose your target language, target location(s), target search network(s), and enter your keywords. You will see characteristics and keyword ideas. 

4. Use “Refine keywords”  feature to exclude irrelevant groups (save them – they will serve as negative keywords). 

August 22, 2022 11:14:55 am - Screenshot

5. Download your keywords.

Step 4. KeyCollector (optional)

KeyCollector helps with analyzing, collecting, and organizing keywords, as well as with selecting negatives.

It might be hard to work with huge lists in Excel or Google Sheets – software will simplify a lot of tasks.

You can connect KeyCollector with Google Ads Keyword planner, Ahrefs, and Serpstat services (etc.)

1. Create a new Google Ads account for KeyCollector. I will explain why: When the KeyCollector collects keywords, this will be perceived as suspicious activity in the account by Google and you may be banned; therefore, it is better not to use the email that is associated with your working Google Ads account.

  1. Download
  2. Create a new project.
    Click on the tools in the top left corner. Select Google Adwords and enter the login:password of your new account. Save changes.
  3. You can customize your columns by clicking on this button:

5. Click on this button to start collecting keywords. You can add them to an existing group or distribute them among several groups: 

In order to collect a complete list of key phrases, use the feature “Search Suggestions”. It gathers words suggested by search predictions from Google, Bing, and Yandex (etc.)

After words from all channels have been collected, let’s start to analyze them – put words into groups, work with duplicates, and make negative lists of keywords.

6. Removing duplicates:

  • Click on the Data menu
  • Choose all keywords variants that you have collected.
  • Click on Find implicit duplicates.
  • In the open window, click on Do smart analysis.
    This will remove phrases that are already here, but in a different order. Don’t forget to click on the red cross.

  1. Add Negative keywords

If you see that some words are not a good fit for your products, you can put them into a negative keyword list. You can use this list for your campaigns later. Then, your ads will not be shown to people who use these words in the search terms.

Finally, you can export your data.

The same steps can be taken in Excel. Just export your semantics from the column and add them to groups.

So, it’s time to practice! I hope you enjoyed my article and it was useful for you. I wish you good luck and persistence.

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