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What are people searching for online?

Back to all resources

What are people searching for online?

Key take-aways

Before developing your campaign strategy, you'll want to do some research to understand what your target audience is searching for. How do you find out what people are searching for, and how can you act upon this information? Read on for more.

1. How to find what people are searching for online

2. Why is keyword research important for your campaign?

3. How to select the right keywords for your campaign

4. What to do once you know what people are searching for

What is Google Ads?

Google Ads, formerly known as Google AdWords, is an advertising service by Google that allows businesses to display ads on Google search results and its advertising network.

Try Google Ads now

Keyword research is vital. It allows you to discover what keywords people are searching for, how often they are searched, and how much you might pay for each keyword.

1. How to find what people are searching for online

There are a variety of ways to discover what keywords people are searching for online. For instance, you can use Google Keyword Planner tool and Google Trends, both of which are free tools.

  • Keyword Planner Tool: Google Keyword Planner, found within Google Ads, provides extremely important insights into online customer behavior. It allows you to view what people are searching for online and understand keyword search volumes (the amount of times a specific keyword or term is searched, per month).

You can use this data to tailor your campaigns and ensure that your ads are shown for relevant search terms. Doing this also improves your chances of appearing at the top of Search Engine Results Pages (SERPs).

To further understand the various features of Google Keyword Planner and start implementing detailed keyword research into your next ad campaign, read our guide on using Google Keyword Planner.

  • Google Trends: Google Trends shows search interest of a particular topic or search term over a period of time, across various regions of the world and in a variety of different languages. You can filter your data based on the specific time period that you want to look at.

What is Google Keyword Planner?

Google Keyword Planner is a free Google Ads tool advertisers can use to search for keywords and see how a list of keywords might perform.

Lean more about the tool here.

2. Why is keyword research important for your campaign?

Keyword research is vital for an effective Google Ads search campaign. This helps you:

  • Discover what search terms and keywords people are using to find your website.
  • Address potential customers' search terms with effective and relevant content.
  • Identify potential areas where content might be missing, along with opportunities to drive traffic to your website.
  • Determine your ad spend based on how many clicks you can expect to get per keyword.
  • Find variations of keywords that could increase ROI–Google Keyword Planner suggests related search terms and potential alternatives that you may not have considered.

What is Google Trends?

Google Trends is a tool that lets you explore what the world is searching for by entering a keyword or a topic in the Explore bar. It also shows the Daily and Real time search trends.

3. How to select the right keywords for your campaign

There are many factors to consider when choosing the right keywords for your campaign. Use Google Keyword Planner and Google Trends to help you better understand user intent and discover the keywords that will maximise your ad spend.

To find the right keywords, consider the following in Keyword Planner:

  • Brand terms–Keywords containing your brand name
  • Generic terms–General keywords related to your product and services
  • Related terms–Keywords that are indirectly related to your product or service

4. What to do once you know what people are searching for

With your keyword research lists defined, the next step is to use your research to create compelling ads that generate conversions.

When creating your Google ads, think about user intent and your audience's needs, and make sure that you're bidding on relevant keywords. To better connect with your audience, ensure that your ads are engaging and relatable.


Selecting the right keywords helps you to build a strong foundation for your Google Ads campaigns. Regardless of whether you're setting up a new campaign or optimising an existing one, be sure to utilise the Google Keyword Planner to conduct keyword research.

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