You will be able to research and group keywords by what the searcher wants.
Ask Priya what parents search for when they want maths tuition and she will guess: maths tuition, tuition centre, maybe primary maths tuition. Then look at what parents actually type. P5 maths tuition Tampines. Maths tuition near me. How to help my child with P5 fractions. PSLE maths tuition fees. Is tuition necessary for P5. Some of those are parents ready to book this week. Some are parents trying to help at home. One is a parent wondering whether tuition is worth it at all.
All of them are about maths tuition, and they are worth very different amounts to her. This lesson is about finding the words buyers really use and sorting them by what the searcher wants, which is where every Search campaign starts.
Google's Keyword Planner is a free tool inside Google Ads. You enter a few starting words or your website address, and it suggests related searches with rough estimates of how often each is searched and how competitive it is for advertisers.
Use it to widen your list, not to make decisions on its numbers. Google shows volume as a range for many accounts, especially ones that are not spending yet, and even exact-looking figures are estimates grouped across similar searches. A search with a small estimated volume in Singapore can still be worth bidding on if the people typing it are ready to buy. The SEO and AI search course goes into how far to trust keyword tools in lesson 2.3, Keyword tools and how far to trust their numbers, and the same caution applies here.
Other sources help too. The search terms report in an existing Google Ads account, covered in lesson 7.2, shows real searches that triggered your ads. Google's own autocomplete suggestions show what people commonly type. Your customers' messages show the words they use before they ever reach you. Write all of it into one list.
Once you have a long list, sort it by intent: what the person is trying to do. The SEO and AI search course covers search intent in depth in lesson 2.1, Search intent: what the searcher is trying to do. For ads, three groups are usually enough.
Ready to buy. The searcher wants to choose a provider soon. P5 maths tuition Tampines, maths tuition centre near me, book maths trial class.
Comparing options. The searcher knows what they want and is weighing choices. Best maths tuition Tampines, maths tuition fees Singapore, group tuition or home tutor.
Just learning. The searcher wants information, not a provider. How to teach fractions P5, what is model drawing, is tuition necessary.
For a small budget, the first group is where Search ads usually earn their money. These people are closest to acting, and your ad can match exactly what they asked for. The comparing group can be worth it when your ad and page answer the comparison well. The learning group rarely is, at least for ads that ask people to book. Those searches are often better served by content and SEO.
Certain words are useful clues. Near me, a place name, price, fees, cost, booking, book, trial, buy and delivery usually suggest someone getting ready to act. Best and compare often signal comparison. How to, what is, why, ideas and examples usually mean learning.
These are clues, not rules. Best maths tuition Tampines is a comparison, but a parent typing it is often close to deciding. How much does maths tuition cost sounds like learning but may come from a parent with a budget in mind. When in doubt, search it yourself and look at what Google shows. If the results are mostly businesses and ads, Google thinks the searcher wants a provider. If they are mostly articles, it thinks they want information.
Keyword tools often lean towards the way people search in larger markets. Singapore searchers have their own habits, and your list should reflect them.
Use local place names: towns, estates, MRT stations and malls, such as Tampines, Tampines West, Simei or Tampines Hub. Use local terms for school levels and exams, such as P5, Primary 5, PSLE, Sec 1 and O levels. Expect British spellings, such as centre, alongside American ones, and include both where they differ. Notice the shorthand people actually type, such as tuition centre without the word maths, or a mix of English with local words.
Priya's final list included P5 maths tuition Tampines, maths tuition near Tampines MRT, PSLE maths tuition east, maths tuition centre Simei and primary maths tuition Tampines West. None of the five came from her first guess.
Open Keyword Planner, or another keyword tool, along with your customer messages. In the activity below you will list thirty keywords for your business and sort them into the three intent groups.
Use Keyword Planner or a similar tool to list thirty keywords for your business and group them by intent.
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