How to Find Contextually Relevant Keywords for Your Audience
One of the biggest challenges in running effective search campaigns is figuring out which keywords your audience is actually using. You might know the industry you are working in, but that does not always translate into knowing what real people are typing into Google.
For example, let’s say you work in the wellness or retreat industry and want to target people searching for wellness retreats in Thailand. You might have a few ideas like “Thailand retreat” or “wellness in Thailand,” but you need a way to uncover all the related terms that people actually use. That is where Google’s Keyword Planner comes in.
Step 1: Access Keyword Planner
Inside Google Ads, go to the navigation menu and look for Tools and Settings. Under the Planning section, you will find Keyword Planner. This is Google’s free tool for discovering keyword ideas and forecasting performance.
Step 2: Choose “Discover New Keywords”
Keyword Planner offers a few different options, but for this example, select Discover New Keywords. This is where you can generate keyword ideas based on a seed word, phrase, or even a URL.
Step 3: Enter Your Seed Keywords
Let’s type in “Thailand resort” as an example. Once you hit search, Keyword Planner will show you not only the keyword you entered, but also dozens of related terms that people are searching for.
You will be able to see:
Average monthly searches for each keyword
Competition level (low, medium, or high)
Suggested bid ranges for ads
Seasonal trends across different time periods
Step 4: Adjust Filters
You can refine your results by adjusting filters such as:
Location: Choose the country or region you want to target
Language: Filter for the language your audience uses
Date range: Look at data over the past 12 months or adjust to a custom period
These filters help you get a clearer view of what your target audience is searching for in the markets that matter to you.
Step 5: Build Your Keyword Strategy
From the keyword list, select the terms that are contextually relevant to your business. For a wellness retreat campaign, that could include:
“wellness retreats Thailand”
“yoga retreats Chiang Mai”
“detox resort Thailand”
“luxury spa retreat Thailand”
By grouping and organizing these keywords, you can build a structured search strategy that matches what real users are actively looking for.
Why Keyword Planner Matters
Keyword Planner takes the guesswork out of keyword research. Instead of relying on assumptions, you get real data on what people are searching for. This means you can:
Create ads that capture high-intent traffic
Build landing pages optimized for demand-driven keywords
Avoid wasting budget on terms no one uses
Final Thoughts
If you want your search campaigns to perform, you need to go beyond guesswork. Tools like Google Keyword Planner give you the data to understand your audience, discover new opportunities, and refine your targeting.
So the next time you are wondering how to find contextually relevant keywords, remember: start with a seed phrase, dive into Keyword Planner, and let the data guide your strategy.
