Aaron Young explains why keyword research remains crucial for Google Ads in 2026, despite the rise of AI mode and Performance Max. He shows how search behavior is becoming more conversational, with 15% of queries brand new daily. The video provides a step-by-step tutorial using Keyword Planner to group keywords into themes, using broad match long-tail and exact match keywords.
A short editorial from the SEONIB team on why this content matters.
Keyword research remains vital in 2026 but shifts from exact keywords to conversational themes, as Aaron Young explains, adapting to AI mode and 15% new searches daily.
Unlike outdated SKAG methods, this video embraces broad match long-tail keywords and Google Sheets for theme grouping. SEONIB emphasizes this aligns with AI-driven search.
Google Ads marketers: use Keyword Planner for theme discovery, group by intent, and apply the method. Watch this video and update your strategy.
A Google Ads keyword match type that triggers ads for related searches, now essential for capturing conversational queries.
A match type that shows ads only for very close variations of the keyword, still useful for niche or high-CPC campaigns.
Google's AI-powered search mode that provides conversational overviews and where ads appear via broad match, Performance Max, or Demand Gen.
Google's free tool for researching search volume and related keywords, used to discover keyword themes.
A Google Ads campaign type that automates bidding and placement across channels, one of the ways to appear in AI overviews.
Search queries phrased as natural sentences or questions, increasingly common with voice and AI search.
Specific, multi-word phrases that capture user intent and are used in broad match for better relevance.
Grouping keywords with similar meaning and intent to improve ad relevance and quality score.
Do I still need to do keyword research for Google Ads in 2026?
Yes, keyword research remains essential, but the focus has shifted from exact keywords to identifying core themes and intent groups.
How has keyword research changed with AI mode?
Searches are more conversational and unique, with 15% of daily queries being brand new. Keyword research now targets themes rather than specific phrases.
What keyword match types should I use in 2026?
Use broad match with long-tail keywords for most campaigns, and supplement with exact match keywords, especially for B2B or high-cost-per-click niches.
How do I appear in Google AI overviews?
Your ads can appear in AI overviews if you use broad match keywords, Performance Max campaigns, or Demand Gen campaigns (AAX).
Is exact match still relevant?
Yes, exact match is still used, especially for businesses with super high CPCs or very niche B2B products where broad match may be less effective.
What tool should I use for keyword research?
Use Google's Keyword Planner under Tools & Settings > Planning > Keyword Planner. Discover new keywords and then export to a Google Sheet for grouping.
How should I structure ad groups for keywords?
Group keywords into themes based on intent and landing page relevance. Each ad group should have 1-4 broad match long-tail keywords and several exact match keywords.
How much budget should I set for a keyword campaign?
Aim for at least 10 clicks per day. Multiply the top-of-page bid (higher CPC) by 10 to get your starting daily budget.
Should I pay attention to CPC data in Keyword Planner?
Take CPC data as a rough guide, but don't over-optimize for it. Focus on finding relevant keyword themes rather than historical cost metrics.
Why is keyword research still important if Google uses AI?
65% of online purchases start on Google Search or YouTube, and keyword research ensures your ads are relevant to conversational queries, improving quality score and ad rank.
SEONIB automatically generates AEO-optimized pages, embeds schema, and submits them to IndexNow — so your content gets discovered faster by Google and AI answer engines.