Keyword research for ads and SEO

What you'll learn

• Identify relevant search terms and phrases that match user intent for both paid and organic search campaigns
• Analyse keyword data including search volume, competition level, and cost-per-click to prioritise targeting decisions
• Build structured keyword lists organised by theme, intent, and match type for use in Google Ads or similar platforms
• Apply keyword research tools such as Google Keyword Planner or Semrush to gather and filter search data
• Evaluate competitor keyword strategies to identify gaps and opportunities in your own campaigns
• Map keywords to specific pages or ad groups to align content with what your audience is searching for
• Refine keyword selections by removing low-value or irrelevant terms using negative keyword techniques

Ways to study