Google Keyword Planner is a keyword research tool inside Google Ads, Google's advertising platform. Google describes it as a free resource that helps advertisers build keyword lists for search campaigns, which are ads shown with Google search results for chosen search terms.
An advertiser enters words or phrases related to a product or service, or a website address, and the tool suggests related keywords and ad group ideas. For each keyword it shows search trends, meaning how often people search for the term and how that number has changed over time, together with the competition and a suggested bid that helps set an advertising budget. Chosen keywords are saved in a plan. The plan's forecast estimates the clicks, impressions or conversions for a given spend, and the plan can be turned directly into a campaign.
Access requires a Google Ads account with a campaign; an account in Smart Mode must switch to Expert Mode, and no separate sign-up is needed. Using the tool has no charge.