Why Keyword Research Is Still Essential in 2026

broad match keywords google ads exact match vs broad match google ads keyword research 2026 google ads keyword strategy keyword research in 2026 Jan 05, 2026

Do you still need to do Google Ads keyword research in 2026?

Yes — absolutely.

But the good news is this:

Keyword research in 2026 looks very different to what it looked like even a few years ago… and it takes far less time. If you remember the old days (especially pre-2020), you’ll remember spending an entire day digging through keywords, manually grouping them, splitting campaigns, structuring endless ad groups…
Honestly? I’m glad those days are gone.

But that doesn’t mean keyword research no longer matters.

In this blog, I’ll walk you through:

Why keyword research has changed
Why it is still essential in 2026
How people are searching differently
The exact step-by-step process to complete keyword research this year
When exact match still makes sense
Why broad match is now a foundational strategy

This is part of my annual Get Google Ready for 2026 series. If you want to follow the full 15-part series, make sure you subscribe.

And if you want to correctly optimise and set up your campaigns, you can also get free access to my Google Ads Checklist and my Google Ads Optimised course (usually $49).

Why Keyword Research Has Changed in 2026

The short answer?

Because users are interacting with Google Search differently than ever before.

With the rollout of AI Mode and AI Overviews in the US (and soon globally), early data is showing a massive behavioural shift:

58% of users now use AI Mode regularly
89% say AI Overviews are helpful
84% say AI Overviews improve the search experience

As a result, click-through rates are collapsing.

CTR for search results has dropped 61% since mid-2024.

But the bigger shift is how people search.

Search is becoming more conversational.

Instead of typing:

“men’s black gym shirts”

Users are now searching for:

“what are the best men’s black gym shirts that minimise sweat and dry quickly”

This means:

Searches are longer
Searches include multiple requirements
Intent is more complex
Keywords are now “themes” rather than strict strings of text

Google also reported (May 2025) that 15% of all Google searches are brand new — and that was before AI Mode launched. That number is already increasing fast.

👉Google Ads AI MAX Update: What Advertisers Need to Know About the Future of Keywordless Targeting

Even with these changes, two important facts remain true:

1. 65% of all online purchase journeys still begin on Google or YouTube.

2. Gen Z — now the highest-volume search demographic — uses Google more than any other age group.

So yes, people are still searching.
But Google’s algorithm now relies heavily on understanding meaning, context, and intent.

This means:

You still need to give Google strong keyword signals
You still need to show Google what your themes are
You still need to understand how people search for your products or services

If you skip keyword research, your campaigns become vague, noisy and inefficient.
Google cannot optimise what it does not understand.

How Much Keyword Research Do You Actually Need in 2026?

Great news: nowhere near as much as before.

Back in 2017–2019, keyword research meant building:

Dozens of campaigns
Hundreds of SKAGs (Single Keyword Ad Groups)
Long spreadsheets
Massive exact match lists

Today, that old strategy does not work.

Exact match is no longer exact.
Phrase match is no longer phrase match.
Google matches based on meaning, not text.

So in 2026, your keyword strategy should focus on themes, not individual keywords.

Here is the recommended structure:

The 2026 Keyword Research Framework (Step-by-Step)

Step 1: Choose 1–2 long-tail broad match keywords per ad group

Not generic keywords.
Not one-word keywords.

Use descriptive broad match keywords, such as:

“men’s black gym shirts for sweating”
“best CRM for plumbing businesses”
“natural skincare for acne-prone teens”

These give Google a clearer signal of:

User intent
Product attributes
Problem/solution themes

Step 2: Build campaigns around keyword themes (STAGs)

SKAGs (single keyword ad groups) are dead.
STAGs (single theme ad groups) are the new standard.

One ad group should represent one user problem or intent, not one keyword.

Step 3: Let broad match bring in real-world data

Broad match learns from:

User behaviour
Search intent
Landing page content
Ad copy
Account-wide performance history

It finds converting variations you would never think to add manually.

Step 4: Use your search terms report to build your exact match list

This is important:

Exact match should be built from proven performance, not guesswork.

Use search terms to identify:

High-intent queries
High-conversion patterns
Themes worth protecting

These become your exact match keywords for stability and control.

But What About Exact Match Campaigns?

There are situations where a more controlled or exact-match approach still makes sense.

Exact match still works best when:

The industry is extremely niche
Search volume is low
Your audience is tightly defined
Your sales cycle is long
The product requires precision (B2B industries especially)

For these industries, exact match ad groups can still outperform broad match — but this is the exception, not the rule.

For 80–90% of businesses, the winning strategy is:

Start with long-tail broad match
Monitor performance
Build your exact match list based on real data

Not the other way around.

Final Thoughts: Keyword Research Still Matters — It’s Just Evolved

Keyword research in 2026 is:

Faster
More strategic
Intent-driven
Theme-focused
Less manual
More effective

Users are searching differently.
Google is understanding intent differently.
Your keyword strategy needs to match that evolution.

If you give Google the right signals, you’ll get better data, better traffic and better conversions.