Currently, the world of Google Ads is undergoing an incredible change. With the advancement of AI technology, Google’s algorithms themselves are handling a large part of ad management. In such a situation, the question arises — Is Google Ad Keyword Research unnecessary now?
This question seemed ridiculous a few days ago, but now the reality is different. Let’s find out the real picture of keyword research in the current context.
A decade ago was also the most important
When Google started running ads in 2009, keyword research was the lifeblood of the entire ad strategy.
Where the ad would be shown, to whom it would be shown—it all depended on the keywords you were targeting.
But now that scenario has changed a lot. Google is slowly moving towards **automation**. Based on the input given by the advertisers, Google itself decides to whom which ads will go.
Performance Max, Demand Gen, and AI Max are changing the rules
Currently, some of Google’s campaign types, such as **Performance Max and Demand Gen**, only treat targeting input from advertisers as “suggestions”.
That is, Google does not care much about whether you have given keywords or not. They analyze it themselves to find the most likely audience to convert.
New addition **AI Max** is able to directly run search ads without any keyword input required!
So is keyword research completely invalid?
No, not quite yet.
Although some automated campaigns do not require keywords, most Google Ads campaigns still require keyword input, especially search-based campaigns.
And not all advertisers have fully moved to AI Max or Performance Max yet. Many people work in industries where advertising is heavily regulated, making automated targeting risky.
Google now suggests keywords—but is that enough?
When you’re setting up Google Ads, Google scans your website’s URL and suggests several keywords. While some of these suggestions are good, many are completely irrelevant.
Advertisers’ job is to filter—keep what’s relevant, and discard the rest.
And many just enter some broad match keywords (eg, accounting services, car repair) and leave everything else to Google.
But to do this, you must use smart bidding strategies such as “Maximize Conversions” or “Target ROAS”. Otherwise, bad results are more likely.
So, Google is now the best at understanding who should show ads in front of?
In most cases, yes. Google’s algorithm is now much more advanced and understands better than the advertiser when, to whom, and which ad will show the most conversions.
But that doesn’t mean that **human input is no longer needed.**
Especially for new accounts where Google doesn’t have enough data yet, advertiser input can determine campaign success.
So, what keyword research still needs to be learned?
My advice—**Yes, still needed.**
Keyword research can make the difference, especially for beginners, who have little conversion data in their ad accounts.
- But it is also true that this skill may become redundant within the next few years.
- So, without spending extra time, just keeping the basic idea is enough.
Future Preparation: Which Skills to Focus on?
- Creative Development: Creating good offers, engaging copywriting, and creating video or image assets—these things Google can’t automate.
- Brand Partnerships: In the case of e-commerce or local businesses, it is possible to bring good results by partnering with influencers or content creators.
- Conversion-Focused Offers: A good offer can be the key to your campaign’s success.
Last word: Today or tomorrow, keyword research will go away!
Google’s goal is very clear—they are slowly **reducing advertiser input** and moving towards automating everything themselves.
At this rate, there will be no need for keyword research in 2-3 years.
But since it is still playing an effective role in many campaigns, it is not yet time to throw it away completely.
So for those using or learning Google Ads, **learn keyword research**, but keep in mind—this skill is not permanent.
Give your opinion:
What do you think? Do you still do keyword research to run Google Ads? Don’t forget to comment below!
Khurshed Alam
Digital Marketer and Content Writer