google-ads-keyword-strategy-planner

Keyword Strategy Planner

Complete guide for setting up an effective Google Ads keyword strategy with match types, negatives, and search terms analysis.

Pull Search Terms Data via MCP First

Always start with real data before planning strategy:

# Get search term performance for the account
google_ads_run_gaql(query="
  SELECT search_term_view.search_term,
         search_term_view.status,
         metrics.clicks, metrics.impressions, metrics.ctr,
         metrics.conversions, metrics.cost_micros,
         metrics.cost_per_conversion,
         campaign.name, ad_group.name
  FROM search_term_view
  WHERE segments.date DURING LAST_30_DAYS
    AND metrics.clicks > 5
  ORDER BY metrics.conversions DESC
  LIMIT 100
")

# Get keyword performance with Quality Score
google_ads_run_gaql(query="
  SELECT ad_group_criterion.keyword.text,
         ad_group_criterion.keyword.match_type,
         ad_group_criterion.quality_info.quality_score,
         metrics.clicks, metrics.conversions,
         metrics.cost_per_conversion, metrics.search_impression_share
  FROM keyword_view
  WHERE segments.date DURING LAST_30_DAYS
    AND campaign.status = 'ENABLED'
    AND ad_group_criterion.status = 'ENABLED'
  ORDER BY metrics.cost_per_conversion DESC
  LIMIT 50
")

Quick Decision Guide

WHICH MATCH TYPE STRATEGY FITS YOUR CASE?
│
├──► NEW ACCOUNT / LIMITED DATA
│   └──► BROAD MATCH + SMART BIDDING
│       ├── Maximum reach
│       ├── Let AI discover queries
│       └── Strict negative management
│
├──► PROVEN KEYWORDS / HIGH VOLUME
│   └──► PHRASE MATCH (Core)
│       ├── Balance between reach and control
│       ├── Intent preserved
│       └── Predictable performance
│
├──► BRAND / HIGH-VALUE KEYWORDS
│   └──► EXACT MATCH
│       ├── Maximum control
│       ├── Premium bidding
│       └── Quality traffic
│
├──► AI MAX CAMPAIGN (2026)
│   └──► KEYWORDS ARE OPTIONAL SIGNALS
│       ├── AI Max matches based on landing page + assets
│       ├── Keywords guide intent, not control reach
│       ├── Focus on strong negatives + audience signals
│       └── Smart Bidding Exploration enabled by default
│
└──► MODERN BEST PRACTICE (2026+)
    └──► HYBRID APPROACH
        ├── Broad Match + Smart Bidding (discovery)
        ├── Phrase Match (core volume)
        ├── Exact Match (top performers)
        └── Aggressive negatives