Many PPC professionals argue that Google Keyword Planner (GKP) is sufficient for keyword research because most paid tools pull data from Google anyway. Some users mention that paid tools offer better competitor analysis, keyword difficulty scoring, and SERP insights, but they may not justify the cost for keyword research alone. SEMrush and Ahrefs are noted for additional analytics, but their competitive data can be inaccurate. Others suggest that keyword insights develop over time from search terms in active campaigns, reducing the need for external tools. Overall, GKP remains the top recommendation, while paid tools may be useful for SEO or advanced PPC strategies.
Highlights
🔍 Google Keyword Planner (GKP) is enough: Most users believe GKP provides all necessary keyword data.
📊 Paid tools pull from Google’s data: Ahrefs, SEMrush, and KWFinder rely on similar datasets.
💰 Paid tools add value but may not be worth it: Features like competitor bidding insights and keyword difficulty can be useful but are sometimes inaccurate.
⚡ SEMrush & Ahrefs for deeper research: Good for competitive analysis but not always accurate for PPC.
📈 Real campaign data matters more: Search term reports from live campaigns generate better keyword ideas over time.
🚀 Organic SEO vs. PPC: Paid tools are more useful for SEO rather than PPC.
🤖 Use AI/chatbots for insights: Some users suggest AI tools for basic competitive analysis instead.
🎯 Single Keyword Ad Groups (SKAG) are outdated: Many users recommend STAG (Single Theme Ad Groups) instead.
⚠️ Third-party tools have inaccuracies: Many reports from paid tools are misleading when cross-checked with actual campaign data.
🔑 First-party data is more reliable: Google’s Keyword Planner remains the best first-party source for PPC.
Are Keyword Research Tools Paid Tools Worth It?
1️⃣ Google Keyword Planner (GKP) is still the go-to tool
- Several users argue that Google’s own data is the most accurate, making GKP sufficient for PPC campaigns.
- Paid tools often pull data from Google anyway, so why not use the source directly?
2️⃣ Paid tools like SEMrush, Ahrefs, and KWFinder provide extra insights
- These tools offer competitor analysis, keyword difficulty, SERP tracking, and trend analysis.
- However, their keyword data might not always be 100% accurate.
3️⃣ Competitor insights from paid tools can be useful—but limited
- Some users found that SEMrush and Ahrefs could identify competitors’ bidding keywords.
- However, data can be inaccurate when cross-checking with actual Google Ads reports.
4️⃣ PPC and SEO require different approaches
- GKP is the best for PPC, as it uses first-party data.
- SEMrush and Ahrefs are more beneficial for SEO keyword research.
5️⃣ GKP + Search Term Reports = Stronger Strategy
- Many experienced users say Google Ads search term reports will continuously generate better keyword ideas than relying on external tools.
6️⃣ STAG > SKAG for PPC in 2025
- SKAG (Single Keyword Ad Group) is considered outdated, with STAG (Single Theme Ad Group) being the new best practice.
- Over-reliance on third-party keyword tools may lead to ineffective ad structures.
7️⃣ Budget-conscious users should stick to free tools
- If you’re on a tight budget, Google Keyword Planner + search term reports can be more than enough.
- Some users even use ChatGPT for keyword brainstorming to complement their strategy.
8️⃣ Paid tools shine for large-scale analysis
If you manage multiple campaigns or need deep competitor insights, paid tools might justify the cost.
Top 4 Free Keyword Research Tools
1️⃣ Moz Keyword Explorer – Best all-around free SEO keyword tool
- Provides keyword difficulty, search volume, and organic click-through rates.
- Free plan: 10 queries per month, 1,000 keyword suggestions.
2️⃣ Google Keyword Planner – Best for PPC keyword research
- Forecasting features and direct data from Google Ads.
- 100% free (best if linked to a Google Ads account).
3️⃣ SEMrush – Best for advanced SEO professionals
- Includes competitive analysis, SERP tracking, and keyword gap analysis.
- Free plan: 10 analytics reports per day.
4️⃣ Free Keyword Research Tool (Ryan Robinson’s Tool) – Simple, no-frills option
- Basic keyword data with suggested content angles.
- 100% free, but limited insights compared to others.
Conclusion: Which PPC Tool Should You Use?
🔸 For PPC campaigns → Google Keyword Planner is the best free option.
🔸 For SEO & broader insights → SEMrush, Ahrefs, and KWFinder provide more competitive data.
🔸 For budget-conscious marketers → Free tools are usually enough, but paid tools can be helpful in competitive industries.
