What Is Keyword Planner?
For those with a Google Ads account, Keyword Planner is a tool to use for a new or experienced advertiser who is looking to build a new Search Network campaign. Not only can you use Keyword Planner to search for the important keywords, but you can also see how that particular list of keywords would perform as a part of your marketing campaign. Keyword Planner can also be used to choose budgets and competitive bids within your campaigns. Keyword Planner is a replacement for the old Google Keyword Tool that was much used, and it’s designed to offer the same functions that are provided by the old Keyword Tool. It hasn’t been a smooth change for those used to the old way of doing things, but those in marketing know that the foundation of a good SEO strategy starts with the right keyword research. Without knowing what your target audience could be looking for, you can’t optimise your content or create the right campaigns.
Keyword research is rather like market research because you have to try to understand how many people are searching for something and what they could be searching for. There is an element of guesswork in it, but thanks to Google Keyword Planner, you can get the right information about the keywords that you want to use, as well as the possible traffic generation that you will get for your website. When it comes to your SEO strategy, Keyword Planner is the best potential tool that you can use for research, and it works by asking for information about your business along with the keywords that you are hoping to target. With this information, more keywords are created for you to consider, and even with just a few keywords, Keyword Planner can create hundreds of new ones for your campaign.
The key is knowing how to use this fantastic tool and how to use the keywords that are generated with it. You need to understand how Keyword Planner can work for you; otherwise, your efforts will be for nothing. The danger of not knowing how to get the right keywords from Google Keyword Planner is that you could end up with the same keywords as your competition – and that wouldn’t do! For the right outcome from your keyword research, you have to know how to use Keyword Planner and extract the right keywords for yourself. This is what we’re going to discuss today.
How To Use Google Keyword Planner
Before you can do anything with Keyword Planner, you need to have a Google AdWords account. It didn’t use to be the case, but it’s all changed, so there are new requirements. Don’t worry: it’s very easy to create an account with Google AdWords, and it shouldn’t take very long. It’s the first thing that you see, and that prompts you when you log in and select the Keyword Planner tool. You should know that you don’t have to run paid ads to get access to the tools that you need.
Once you have logged into Google Keyword Planner, you are faced with three main options that have more choices within each option. The layout is simple enough to follow, and this is usually described – by experienced users – as the wizard stage. Here is a step by step guide that will take you through the new Planner:
Searching For Keyword & Ad Group Ideas
You can search for a keyword and find ad group ideas with the following methods:
- By Keyword – the product or service that you want to advertise.
- By Product Category – you can choose through thousands of categories that Google has collated.
- By Landing Page – a search through your website, but if that isn’t completed, you can also search the landing page of a competitor. The search tool will hunt for the relevant keywords to the service or the product that you are aiming to provide.
Before you click the “Get Ideas” button, you should always make sure that you have checked “Customise Your Search” and “Targeting” filters which have been recently introduced by Google.
The targeting filter allows you to see how similar campaign works in other countries, cities and search engines. The “negative keywords” introduce those keywords that you would prefer your campaigns not to be associated with, which will therefore never show up in searches. You could be searching for “luxury holidays”, and the negative term would be “cheap flights” as it is the opposite search when looking for luxury.
Customise Your Search
One of the other filters that will bring you a step closer to having the right match of words. This is based on a short list, including:
- The average cost per click
- Average monthly searches
- Advert impression share
You can use keywords already in the account or keywords that have been previously included in the plan.
Include & Exclude
You can choose to use the included box to keep those terms in Keyword search, and the exclude box to remove those terms in the search results.
See Their Performance
You can enter or upload the keywords of your choice to see how they will perform, and this happens in two ways:
- By Keyword List. You can add a small list of keywords, but be careful about grammar and punctuation as they will make a difference to the influence they have on your broad, phase and exact match searches.
- By Bulk Upload. Did you know that you can upload up to ten thousand new keywords with the use of an external CSV file? These keywords can be from both historical or customer research.
Multiple Keyword Lists
When you multiply keywords, you can experiment with the new multiplier tool. This is something every business marketing team needs to use to combine keyword lists with others, and this creates more variables. You can even add a third list to allow your keywords to grow correctly. However, the results here will be based on the words in the lists.
Ad Groups Ideas or Keyword Ideas
When you have gathered your data, Google will then bundle it into two views, and you get the chance to pick between them. The default is that the Ad Group Ideas is a way to create groups of different sizes, and they will relate to each other. Keyword Ideas is the alternative option, and this tool can give you single terms to go through and add to your keyword plan.
Google Keywords Plan
Depending on the way that you want your campaign to go, you can add whole Keyword Groups, or you can run through the list and add the terms that are relevant to your campaign. When you’ve found these, they will be added to “Your Plan”. It’s in this area of the Planner that your daily clicks and costs are estimated, and if you don’t have the budget for the amounts that you need, look over the bid again. When you’re happy with your keyword big, you can then click “Review Estimates” and go through to view the daily costs of your keywords of choice. Those who are used to the old Keyword Tool will notice how easy it is to go from Research to AdWords, and it will save a lot of time in the future for those who want to experiment with their Ads. Having replaced the original tool, the Keyword Planner is not going anywhere any time soon. As a new user, you’ll appreciate how organised it is in its layout, and with campaigns easily created and an existing list of up to 10,000 keywords, you can load the ones you need with total ease, and the format of filtering options allows you to be more precise. The new Keyword Planner also allows you to download the data into Excel CSV, which will enable you to keep the keywords that you are planning to use. There are some reported negatives with Keyword Planner, but the main one is that you now are required to have an AdWords account to be successful with your keyword research
Why We Use Keyword Planner
The Keyword Planner tools can help us to use search engines better. We get the chance to understand the behaviour of the user, and there is no way to understand which keywords are high among users without this knowledge. Online marketing and advertising campaigns are also ineffective without this information, as the keywords that you target could be entirely incorrect. You need to know which keywords are popular among users and utilise them where you can. The best thing that you can do is to understand user behaviour, and this is why we use Keyword Planner. You can compare which keywords have worked for you year on year, and over time, you can make a correct assumption about the keywords and behaviours of your customers.
What is Keyword Targeting?
Keywords are words or phrases you choose to match ads to users based on the search terms they enter into Google. Selecting high quality, relevant keywords can help reach qualified prospects later in the buying funnel than most other types of advertising.
Keywords can be split into three main categories, namely: 1. Informational, Transactional and Navigational.
Transactional are searches looking to complete an action- and typically have the more commercial intent and later in the buying funnel. This makes transactional searches popular with advertising, while informational searches are often targeted by using a blog. To learn more about keywords, you can read our blog post – What are keywords and how to use them.
How to Find Keywords
The Google keyword tool can be used to find new keywords using either your website content or by selecting a stem/root keyword for expansion.
Google Webmaster search analytics queries report can also be used to find new keywords for Adwords. Google webmaster can also be linked to Adwords to see organic rankings vs ad rank/position.
Keywords can also be used on the Google Display Network keyword selection should be related to the content of the websites your customer’s and prospect’s visit.
Keywords for Google Display Network Advertising
Keywords work differently on the Google Display Network. Instead of matching searches entered into Google, keywords match the web page content. This allows advertisers to show adverts next to content related to your industry.
Using the Google Keyword Tool- now called Google Keyword Planner
The image below shows an example of a keyword plan created in the keyword tool. This area is most useful for new advertisers to understand metrics like search volume (amount of searches), first page and suggested bids, and more.
The image below shows how to use the names of products or services for Keyword generation using the Keyword tool.
The Google keyword tool is an important planning tool that needs to be used as close to the start of the process as possible.