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Compact two-skill starter: clarify positioning and choose a lead magnet. Use Marketing Launch for the broader eight-skill go-to-market workflow.

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Build an evidence-led marketing plan from ICP and competition through positioning, campaigns, growth and measurement.

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What the MCP returns at this step

81 · Marketing · Paid Search

Google Ads Keyword Planning

Plan paid-search keyword discovery and match-type choices using GoMarble's Keyword Planner workflow; not organic SEO research.

anzeigenkeywordplanunggoogle-ads-keywordplanner

Google Ads Keyword Planner · Original SKILL.md

---
name: google-ads-keywordplanner
description: "Use when planning Google Ads keywords: keyword discovery, evaluating intent/volume/bid, match-type selection."
---
# Google Ads Keyword Planner Protocol

## When to Use Keyword Planner

**Rule:** If a decision depends on search volume, CPC (top-of-page bid), or competition → Keyword Planner MUST be used.
**If Keyword Planner is not used → Stop recommendations.**

## Tools

- **`google_ads_keyword_discover`**: Discover new keyword ideas from seed keywords or URLs. Returns suggestions with volume, competition, bid estimates.
- **`google_ads_keyword_metrics`**: Get historical metrics + forecasts for specific keywords. Returns volume, competition, bid ranges, trend data.

## When Keyword Planner is REQUIRED

### 1. Keyword Research / Discovery
**Triggers:**
- "Do keyword research"
- "Suggest keywords"
- "Find buyer keywords"
- "What keywords should we target?"

**Action:** Invoke `google_ads_keyword_discover` → Discover New Keywords

### 2. Keyword Validation / Filtering
**Triggers:**
- "Are these keywords good?"
- "Which keywords should I keep?"
- "Which keywords should I remove?"

**Action:** Invoke `google_ads_keyword_metrics` → Search volume + forecasts

### 3. Keyword Comparison / Prioritization
**Triggers:**
- "Which keyword is better?"
- "Prioritize these keywords"
- "High intent vs high volume keywords"

**Action:** Invoke `google_ads_keyword_metrics` for all compared keywords

### 4. New Search Campaign Creation
**Triggers:**
- "Create a new search campaign"
- "Launch Google Search ads"

**Action:** Run `google_ads_keyword_discover` (research) → `google_ads_keyword_metrics` (validate) BEFORE proposing structure

### 5. Market / Geo Expansion
**Triggers:**
- "Expand to a new country"
- "Test a new region"
- "International Google Ads"

**Action:** Invoke Keyword Planner with new `location_ids` + `language_id`

### 6. Budget-Based Decisions
**Triggers:**
- "Can we scale?"
- "What keywords fit this budget?"
- "What CPCs should we expect?"

**Action:** Invoke `google_ads_keyword_metrics` → Top-of-page bids (use `forecast` parameter)

## When Keyword Planner is NOT Required

Allowed without Keyword Planner:

1. **Creative**
   - RSA headlines
   - Descriptions
   - Ad strength improvements
2. **Structure**
   - Match type explanations
   - Campaign naming
   - Account audits (unless keyword changes are suggested)
3. **Post-Performance Analysis**
   - CPA / ROAS analysis
   - Search term mining (use Search Terms Report)

## Guardrail

If Keyword Planner data is required but unavailable:
- Do NOT generate keywords
- Do NOT estimate volume or CPC

---

## How to Use Keyword Planner

### STEP 1: Generate Candidate Keywords

Generate keywords only using buyer-intent patterns.

**Approved Patterns:**
- [service] + agency
- [service] + management
- [service] + pricing
- [service] + cost
- [service] + consultant
- [software] + for + [industry]
- [competitor] + alternative

**Disallowed Patterns:**
- how to
- what is
- guide
- tips
- tutorial
- free
- examples

### STEP 2: Evaluate Each Keyword

| Criterion | Rule |
|-----------|------|
| **Intent** | Buyer intent must be explicit in the keyword text. Unclear → REJECT. |
| **Search Volume** | Volume < 50 → REJECT. Volume ≥ 50 → PASS. |
| **Top-of-Page Bid** | High → STRONG APPROVE. Medium → APPROVE. Low → APPROVE only if intent is very strong. Zero / Missing → REJECT. |
| **Competition** | Use only as a tie-breaker. Never reject solely due to high competition. |

### STEP 3: Final Keyword Decision Rule

```
IF
  - Buyer intent = YES
  - Volume ≥ 50
  - Top-of-page bid ≠ Low / Zero
THEN
  - APPROVE
ELSE
  - REJECT
```

### STEP 4: Match Type

For approved keywords only:

| Match Type | When to Use |
|------------|-------------|
| Exact | Very strong intent, specific wording |
| Phrase | Core scalable keywords |
| Broad | Do NOT suggest by default |

### STEP 5: Output Format

```
Keyword:
Match Type:
Volume:
Top of Page Bid:
Competition:
Decision:
Reason:
```

**Example:**
```
Keyword: google ads agency for ecommerce
Match Type: Phrase
Volume: 90
Top of Page Bid: High
Competition: Medium
Decision: APPROVE
Reason: Clear buyer intent + active advertiser bidding
```

---

## Final Rules

1. Intent > Volume (always)
2. Top-of-page bid = strongest commercial signal
3. Informational keywords = auto-reject
4. Fewer correct keywords > many random ones

## Tool Call Examples

**Discovery:**
```
Tool: google_ads_keyword_discover
Parameters:
  customer_id: "1234567890"
  keywords: ["google ads agency", "ppc management"]
  location_ids: ["2840"]   # US
  language_id: "1000"      # English
  page_size: 100
```

**Validation with forecast:**
```
Tool: google_ads_keyword_metrics
Parameters:
  customer_id: "1234567890"
  keywords: ["google ads agency for ecommerce"]
  location_ids: ["2840"]
  language_id: "1000"
  forecast:
    daily_budget_micros: 500000000   # $500/day
    max_cpc_bid_micros: 5000000      # $5 max CPC
    forecast_period_days: 30
```

When to use

Plan paid-search keyword discovery and match-type choices using GoMarble's Keyword Planner workflow; not organic SEO research.

What you get

The complete original GoMarble guidance, with source attribution and declared limits.

How it works

Clarify scope, use available evidence, and apply the relevant source workflow within actual user authorization.

Requirements

Offer, audience, geography, language, seed terms and authorized planner access.

Delivery and review notes

Planner volumes, competition and bids are estimates and do not prove profitable demand. GoMarble connectors, referenced sibling skills and runtime dependencies are not bundled or installed by M11. Brief obvious-danger screening only; no functional test or comprehensive safety certification. Loading this text authorizes no external calls, account mutations or ad spend.

Starting prompt

Use Google Ads Keyword Planning for [TASK]. Clarify Offer, audience, geography, language, seed terms and authorized planner access. Separate observed evidence from heuristics and recommendations. Check actual connector availability and approval semantics before any external action.

Not for

Claiming installed GoMarble tools, proven campaign outcomes or authorization to launch ads merely from loading this source.

What M11 added

German routing and explicit scope. Original attribution: GoMarble. Planner volumes, competition and bids are estimates and do not prove profitable demand. GoMarble connectors, referenced sibling skills and runtime dependencies are not bundled or installed by M11. Brief obvious-danger screening only; no functional test or comprehensive safety certification. Loading this text authorizes no external calls, account mutations or ad spend.

Original authorship remains with gomarble-ai/marketing-agent · Original source ↗

Original license & copyright

MIT License

Copyright (c) 2026 GoMarble

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.

Source SHA-256: 75605a16c0daba09da9bf7461776abb137a0c2db035cd75589efeb7fb3e64e59
Snapshot checked: 2026-09-28T16:19:52.867Z

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