Transform Your Google Ads Strategy with the Latest Keyword Research Techniques

Transform Your Google Ads Strategy with the Latest Keyword Research Techniques

google ads google ads keyword research Jul 09, 2024

Keyword research was once the cornerstone of any successful Google Ads search campaign. Your ability to conduct thorough keyword research determined the success of your campaigns and often decided whether you won or lost new Google Ads contracts.

The Traditional Approach to Keyword Research

Companies managing their own campaigns, freelancers, and digital agencies would invest countless hours in perfecting their keyword research because it was essential for success.

However, what if I told you that I now hardly spend any time on keyword research at all? Stick with me, and I'll show you the new, profitable way to do keyword research for Google Ads.

For many years, I considered myself a quasi keyword research expert, meticulously researching and building out:

  • Keyword lists
  • Sorting them into Campaigns & Ad groups
  • Writing ad copy with 3 headlines & 2 descriptions for each of the 3 ads per ad group

My campaigns often included:

  • Over 1,839 keywords
  • Broken into 10 campaigns
  • With 50+ ad groups
  • Each containing 3 ads

This process took days upon days of work. Even smaller campaigns required significant time and effort.


Why the Traditional Keyword Research Process is Obsolete

Changes in Google Ads

It all comes down to recent changes in Google Ads:

  1. Auction Dynamics: Google's auctions now focus on the meaning of the entire keyword phrase rather than individual keywords.
  2. Keyword Match Types: Changes to match types have altered how keywords trigger ads.

If you're a regular on my channel, you know I've covered these changes extensively. But in case you missed those videos, stick around until the end, and I’ll show you where to find more information about these updates.


Changes in User Behavior

What many Google Ads professionals overlook is the shift in user behavior outside of Google Ads. While we get frustrated with the changes inside Google Ads, we miss the bigger picture of evolving user search habits.

Remember the users—the ones actually completing the searches in Google? These are the individuals we aim to target with our ads. Search habits have changed drastically. I might be showing my age here, but I remember using AltaVista and carefully curating search phrases, knowing it would take a few seconds to get a response.

Now, 25 years later, things are vastly different. Especially over the last 12 months, people are searching in new ways:

  • Queries with 5 or more words are growing 1.5 times faster.
  • 15% of Google searches are new, meaning they've never been searched before.

This brings us back to the 1,839 keyword lists I mentioned earlier. They are no longer necessary because it's harder to predict and plan for what people will search.


The New Approach to Keyword Research

So, what's the solution? Fortunately, this saves Google Ads professionals a lot of time. Here's the new structure and step-by-step process for the best way to conduct keyword research in 2024.


Goal Structure

  1. Single Keyword Ad Groups (SKAGs): Build ad groups around Single Keyword Themes (SKAGs), grouping all relevant keywords together for the ad copy and landing page.
  2. Long-Tail Broad Match Keywords: Inside each ad group, include 2 or 3 long-tail broad match keywords with 3, ideally 4 or 5 words. This helps Google understand the meaning you want to target.
  3. Exact Match Keywords: Build a list of exact match keywords from your search term audits.

Step-by-Step Process

  1. Identify Themes: Determine the main themes relevant to your business and products.
  2. Group Keywords: Create ad groups based on these themes, ensuring each group is tightly focused.
  3. Use Long-Tail Keywords: Choose long-tail keywords to give Google more context about your ads.
  4. Monitor and Adjust: Regularly audit your search terms to identify high-performing exact match keywords.
  5. Optimize Ad Copy: Ensure your ad copy aligns with the keyword themes and is compelling to users.

By following this streamlined approach, you can adapt to the evolving landscape of Google Ads and user search behaviour, ultimately creating more effective and efficient campaigns!



Keyword research has evolved significantly, and so should your approach. By focusing on themes and long-tail keywords, you can save time and create more successful Google Ads campaigns. Stay updated with the latest changes and continuously refine your strategy for the best results.

For more detailed insights and updates on Google Ads, don’t forget to check out this blog post on Google Ads updates. 


Full YouTube video here. 👇