Using Google Keyword Planner for Your Ad Grant (It's Free)
Google Keyword Planner is the most important research tool for your Google Ad Grant, and it's completely free for Grant accounts. No paid subscription needed, no credit card required. It's built right into your Google Ads dashboard.
Most nonprofit marketers don't realize they have access to the same keyword research tool that professional advertisers use. It shows you exactly what people are searching for, how often they search for it, and how competitive each term is. This data is the foundation of every effective keyword strategy.
This tutorial walks you through accessing Keyword Planner, finding keyword ideas, analyzing the data, and building lists ready to import into your campaigns.
Key Takeaways - Keyword Planner is free and already available in your Grant account - Two main features: "Discover new keywords" and "Get search volume and forecasts" - Focus on keywords with 100-10,000 monthly searches and low-medium competition - Build organized lists that can be added directly to campaigns
How to Access Keyword Planner
- Log into your Google Ads Grant account at ads.google.com
- Click Tools in the top menu (wrench icon)
- Under Planning, click Keyword Planner
That's it. No special activation needed. If you can access Google Ads, you can access Keyword Planner.
Feature 1: Discover New Keywords
This is your primary research tool. Start here when brainstorming new keyword opportunities.
Starting with Your Own Ideas
- Click Discover new keywords
- Select Start with keywords
- Enter 1-10 seed keywords related to your mission (e.g., "animal shelter," "pet adoption," "rescue dogs")
- Set your target location (match your campaign's geographic targeting)
- Set your language
- Click Get results
Google returns a list of related keywords with data for each one.
Starting with a Website
- Click Discover new keywords
- Select Start with a website
- Enter your website URL (or a competitor's)
- Choose whether to scan the entire site or a specific page
- Click Get results
This is a great way to find keywords you haven't thought of. Try entering:
- Your own website (see what Google associates with your content)
- Competitor nonprofit websites (see what they're targeting)
- Related cause-area websites (broaden your keyword universe)
Understanding the Results
Keyword Planner shows several columns of data for each suggested keyword:
| Column | What It Means | What to Look For |
|---|---|---|
| Avg. monthly searches | How many times this term is searched per month | 100-10,000 is the sweet spot for Grant accounts |
| Competition | How many advertisers bid on this term | Low-Medium is ideal; High means paid advertisers dominate |
| Top of page bid (low range) | What advertisers pay at the low end | Informational only for Grant accounts (you don't pay) |
| Top of page bid (high range) | What advertisers pay at the high end | Higher bids suggest more valuable keywords |
How to Read the Data for Grant Accounts
Search volume: More volume means more potential budget spend, but very high volume (50,000+) often means the keyword is too generic. The sweet spot for most nonprofits is 100-10,000 monthly searches.
Competition: This reflects paid advertiser competition. For Grant accounts, "Low" competition keywords are easiest to rank for. "High" competition keywords may be difficult to win even with Smart Bidding. Start with Low-Medium and add High-competition terms only if they're core to your mission.
Bid estimates: While Grant accounts don't pay per click, bid estimates tell you something useful: how valuable Google considers the keyword. A keyword with a $10+ bid estimate is one that advertisers find very valuable, which often correlates with high conversion intent.
Feature 2: Get Search Volume and Forecasts
Use this when you already have a list of keywords and want to check their potential.
- Click Get search volume and forecasts
- Paste your keyword list (one per line or comma-separated)
- Click Get started
Google shows estimated volume, clicks, impressions, and cost for your keyword list. The "Forecast" tab gives projected performance based on your current account settings.
This is useful for validating a keyword list before adding it to your campaigns. If a batch of keywords shows very low forecasted impressions, they may not be worth adding.
Building a Campaign-Ready Keyword List
Step 1: Cast a Wide Net
Enter 5-10 seed keywords across different aspects of your mission. Review all suggestions (Google typically returns 100-500+). Don't filter too aggressively at this stage; you want volume.
Step 2: Filter for Relevance
Go through the list and check the box next to every keyword that's relevant to your mission. Skip anything that:
- Is unrelated to your cause
- Violates keyword policies (single-word, generic, not mission-relevant)
- Has zero monthly searches
Step 3: Add to a Plan
Click Add keywords (or the "+" icon next to each keyword) to add selected keywords to a plan. You can create multiple plans for different campaigns.
Step 4: Export and Organize
- Click on Your plan to review your selected keywords
- Click Download to export as a CSV file
- Organize the exported keywords into campaign and ad group themes
- Import into your Google Ads campaigns using Google Ads Editor or the campaign interface
Organizing Tips
- Group keywords by intent: awareness, donations, volunteering, services
- Within each group, create sub-groups for ad groups (5-15 keywords per ad group)
- Flag your highest-priority keywords (highest volume + highest relevance) for phrase or exact match
- Mark everything else as broad match
Keyword Planner Tips for Nonprofits
Tip 1: Check seasonal trends. Click on any keyword to see its search volume by month. Some nonprofit keywords are highly seasonal ("GivingTuesday," "summer camp registration," "winter coat drive"). Plan campaigns around these peaks.
Tip 2: Use filters to narrow results. Click "Add filter" above the results to filter by minimum search volume, competition level, or specific words to include/exclude.
Tip 3: Research your competitors' keywords. Enter competitor nonprofit websites in the "Start with a website" tool. Google shows what keywords are associated with their content, revealing terms you might be missing.
Tip 4: Check related keywords in batches. Enter your top 5 keywords at once to get suggestions that relate to all of them. This often surfaces cross-cutting terms that individual keyword searches miss.
Tip 5: Repeat quarterly. Search trends change. New keywords emerge. Keyword Planner results evolve over time. Run a fresh research session every quarter to find new opportunities.
Audit Your Keyword Opportunities with GrantMax
GrantMax identifies keyword gaps in your account by comparing your current keywords against the full universe of mission-relevant terms. See exactly which high-opportunity keywords you're missing.
Prefer to hand it off to an expert? Our Google Ad Grant management services include comprehensive keyword research using Keyword Planner and other tools. Explore Grant Services
Frequently Asked Questions
Is Keyword Planner really free in Grant accounts? Yes. Keyword Planner is available to any Google Ads account, including Grant accounts. You don't need a paid account or credit card to use it. Some features show more detailed data in accounts with active spending, but the core functionality is available to everyone.
How is Keyword Planner different from other keyword tools like SEMrush or Ahrefs? Keyword Planner uses Google's own search data, making it the most authoritative source for Google Ads keyword research. Third-party tools offer additional features (competitor analysis, SERP analysis, backlink data) but estimate search volumes rather than using Google's actual data. For Grant keyword research, Keyword Planner should be your primary tool.
Can I use Keyword Planner for SEO keyword research too? Yes. The search volume and competition data is useful for both paid and organic keyword strategy. Many nonprofits use Keyword Planner for both Grant campaign keywords and blog content planning.
Does Keyword Planner work the same in every country? Yes. Set your target location and language in the settings, and Keyword Planner shows data for that market. It works globally in all languages Google Ads supports.
Key Takeaways
- Keyword Planner is free in your Grant account; access via Tools then Planning
- "Discover new keywords" is your primary research tool; start with seed keywords or a website URL
- Focus on 100-10,000 monthly searches and Low-Medium competition
- Export and organize keywords into campaign and ad group themes before importing
- Research competitors by entering their website URLs
- Run fresh research quarterly to catch new trends and opportunities
- Keyword Planner data works globally for any country and language
Published: March 2026 | Last Updated: March 2026 | Author: GrantMax Category: Optimizations | Tags: Keywords, Tools