Find relevant keywords using Microsoft Advertising tools

Need to create, overhaul, or fine tune your keyword list? Use these tools to generate suggested keywords specifically for your campaign.

Three tools are available to help you find the most relevant keywords for your audience and select an appropriate bid to get your ads seen. The data these tools provide is based on historical performance from Microsoft Advertising. For even more help, take a look at What are keywords and how should I build my keyword list?

The data from these tools can help you select and bid on keywords, but it does not predict or guarantee your results.

Keyword Planner

From the top menu, select Tools > Keyword Planner.


  • Search for new keywords by entering a phrase, a product category, or a website URL (see note below).
  • Multiply keyword lists to get new keywords.
  • Get search volume data and trends.
  • Get performance and cost estimates.
  • Bid on the suggested keywords.
  • Add keyword suggestions directly to specific ad groups.
Microsoft Advertising Intelligence

Add-in for Microsoft Excel 2013, 2010, and 2007, available as a free download from this site.

Microsoft Advertising Intelligence is currently available to customers in the United States, United Kingdom, Canada, Australia, New Zealand, France, Germany, India, Spain, Italy, the Netherlands, Denmark, Finland, Sweden, Norway, Argentina, Brazil, Chile, Colombia, Mexico, Peru, and Venezuela.


  • Provides for more extensive keyword and bid research.
  • Helps you build lists of suggested keywords based on a range of attributes, including relevance, historical cost, key performance indicators (KPIs), geographical location, and demographics.
  • Provides actual historic and forecasted monthly query data.
  • Provides pricing data for keyword-specific metrics such as clicks, impressions, position, click-through rate and cost per click.
  • Provides access to a collection of pre-designed Keyword Research Templates.

Keyword Planner extracts keywords from the HTML code on your website or landing page. If your HTML code contains JavaScript, which generates content at runtime, Keyword Planner will not extract keywords rendered from the JavaScript and you'll see fewer or no keywords.

Want expert advice on your ads? Schedule a no-cost session with a personal Microsoft Advertising consultant

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