The Anatomy of the Google AdWords Keyword Tool

The Anatomy of the Google AdWords Keyword Tool

For marketers that are just beginning keyword research, there is no better tool than the Google AdWords keyword tool. The Google AdWords keyword tool is offered through Google AdWords and allows users to research the search volume of certain words or phrases. This, in turn, allows marketers to decide which keywords provide the best ranking possibilities and the potential for the most traffic.

Google AdWords Keyword Tool

Additionally, Google AdWords allows marketers to choose where an ad appears, set a budget for the entire ad campaign and track the impact of the ad itself. Marketers love AdWords due to the fact that there is no minimum budget and the ad can be paused or stopped completely at any moment.

These functions, along with the huge customizability of the AdWords tool, make it a great platform for marketers who want to target certain audiences, rank for certain keywords and appear on Google and its partner websites. Additionally, since Google AdWords only charges marketers when someone clicks an ad, it’s often a very cost-effective way to do business.

For marketers who have never used Google AdWords before, however, the service can be a bit confusing. Here’s your complete breakdown of how AdWords works:

Google AdWords for Keyword Discovery

When you go to write a blog post, you need to know which keywords will help the blog post rank well and appear too interested Google users. This is where Google AdWords comes in. When users head to AdWords, they typically have a list of keywords that they intend to use in their AdWords campaign. These keywords are likely borne from the content itself or from search queries the writer wants to target.

Once you’ve developed a list of keywords, the Google AdWords Keyword Tool will work best if the keywords are divided into groups. For example, if “painting equipment” was your keyword, you might group it into “painting equipment” “oil painting equipment” and “painting equipment accessories.” This will help the keyword tool determine maximum relevance.

How AdWords Contributes to Placement

Once you’ve developed the keywords you want to target in your campaign, Google determines where your ads appear by matching the keywords within them to websites across the display network – an extensive network of Google-owned entities like the New York Times website or AdWords users who want enhanced control over where their ads appear can pick and choose placements from an extensive list. This requires users to bid on each placement and choose each site by hand, but it is an effective way to target ads specifically and take control of an AdWords campaign.

How Google Ranks AdWords Ads

The world wide web is a large place and, often, marketers or businesses target the same group of keywords. In these situations, you may be tempted to wonder how Google determines which ad ranks where. This is called an Ad Rank and it is determined by three things: 

  1. How much was paid for the position? This goes back to the bids on placements. Higher bids get higher spots and vice versa with lower bids.
  2. The quality of the ad. Clear, concise ads rank higher than garbled or poorly written ads that point back to low-quality websites.
  3. Expected reach of the ad. An ad for Stoli vodka is going to rank higher than a local ad for a pizza place in most cases. This is because the Stoli ad has a higher projected reach than the local ad.

If you’re using AdWords and you want your ad to rank higher, there are a few things you can do. First of all, you can increase your pay-per-click bid. This will place you in a higher ad bracket and can help your ad appear more readily to interested parties.

Secondly, you can improve your ad. You can make the ad more relevant to the chosen keywords and improve the landing page experience by simplifying layout, de-cluttering the format, including important information like address and contact information and including visuals. These things, while they may seem small, can help improve the ranking of your ad and can ensure that you get the most out of the AdWords tool.


For companies looking to get out and get found online, Google AdWords keyword tool is an effective way to place ads in front of interested parties and extend the reach of an ad in ways previously thought impossible. Additionally, since AdWords allows cost bidding and customization, it’s often completely within reach for even small businesses.

To learn more about how to use Google AdWords, contact Bigfoot Media. We are here for all of your digital marketing needs and would love to help your business create a game-winning strategy. 

Call us today for a FREE consultation or shoot us a quick email to learn more.

Want to know how your business is doing online right now? 

Use our FREE website scanning tool below to get your visibility score – Takes 45 seconds.