AdWords Keyword Planner

How Do I Use Google Adwords Keyword Planner?

Are you familiar with Google Adwords Keyword Planner? AdWords Keyword Planner is an incredibly useful and powerful keyword research tool built into the AdWords interface, which combines two popular Google advertising tools, Google Keyword Tool and AdWords Traffic Estimator, and adds them like a wizard. Integrated workflow to guide users through the process of finding keywords to create new ad groups and/or campaigns

You’ll find the AdWords Keyword Planner under “Tools and Analytics”.

In this article, you will get a complete overview of all the features available in Keyword Planner and tips on how to use Keyword Planner for SEO, PPC, and other marketing campaigns. Let’s go!

Let’s get started with AdWords Keyword Planner

AdWords Keyword Planner supports three main use cases:

  • Search for keyword and ad group ideas
  • Find ideas for keywords and ad groups
  • Multiply the keyword list to get estimates

The functionality is exposed through a wizard-like interface as shown here:

Find keyword and ad group ideas using the Adword Keyword Planner

Adding keywords to your account based on keywords suggested by Google search ads is the main use case. The Keyword Planner (illustrated below) provides a robust keyword workbench for researching and choosing keywords to add to your AdWords account.

With the Keyword Planning Tool you can:

  • Research keyword and ad group ideas: Brainstorm keyword ideas based on individual keyword ideas or on your landing page, a product category, or any combination of the above.
  • View keyword statistics and performance estimates: Specify the targeting options you select, such as country, language, and search network to report your keyword estimates.
  • Filter keywords – You can narrow down your keyword list based on various criteria, such as average CPC and average monthly search volume. You can also include or exclude keywords that contain specific terms and exclude keywords that are already in your AdWords account.

Note that AdWord Keyword Planner returns exact match search traffic. For phrase and broad match search traffic, try these tips from Google Keyword Planner.

List View vs Grouped View and “Your Keyword Plan”

Google Search Query in Keyword Planner appears in either list view or grouped view, which is similar to the concept of keyword niches and keyword lists that we’ve long supported in the word tools themselves.

Also, you can add individual keywords or keyword groups to “Google Campaign Manager“, which is a kind of temporary storage area to save interesting keywords and keyword groups for later.

Keyword Planner maintains state for the duration of your session: keywords you add are saved while you’re in the process of searching for keywords.

Finally, when you’re done searching for keywords, click the “Get Estimates and Review Plan” button.

Get estimates and review your keyword plan

The next step in the Keyword Plan process is to set a keyword bid and daily budget for your keyword portfolio and keyword groups.

Since keyword volume and CPC bid estimates vary wildly based on your budget, bid, location, and other factors, it’s important that you provide Google with certain information to customize your estimates.

For example, you could enter a bid of $40 and a daily budget of $1,000.00, and based on that setting, Keyword Planner will generate detailed daily estimates for clicks, impressions, average ad position, and costs, as shown here.

Enter or upload your own list of keywords in the Keyword Planner

Sometimes in search marketing, you’re lucky enough to have your own analytics data—for example, a list of the top converting keywords for your website. If you’re so lucky, it would definitely make sense to use those battle-tested keywords instead of the generic keyword suggestions you get from the Google Keyword Suggestion Tool. This is what it looks like:

When you hit the Get Estimates button, you’ll be taken to the same area of ​​the keyword workbench; the only difference is that you’ll see your own list of keywords, instead of the generic keywords suggested through the Google Keyword Tool.

Multiplying keyword lists using the keyword planner

A completely new feature in Keyword Planner that is not available in either the Google Keyword Tool or the AdWords Traffic Estimator tools is the ability to mix and multiply keyword lists. For example, you might want to multiply a bunch of city and town names with different action words to get all the different keyword permutations, as shown here:

You can add up to 3 lists to combine, and clicking the Get Estimates button takes you to the same keyword work area.

Top 5 Keyword Planner Tips

Keyword Planner is an incredibly powerful tool for marketers, but like any tool, it takes skill and experience to use it effectively. Whether you’re just getting started with keyword research or a seasoned PPC marketer, the following Keyword Planner tips will help you get the most out of this versatile tool.

  1. Compare keyword volume changes over time

    Seasonality is an important factor in PPC and paid social advertising. Hot topics, newsworthy events and discussions, and seasonal keywords can vary widely in volume depending on the time of year, and Keyword Planner lets you compare keyword search volume over two time periods. , such as seasonal keywords from the previous two holiday seasons.

    This information can be invaluable when launching seasonal or time-sensitive campaigns, so be sure to assess whether the most popular keywords from last year are just as popular before you bid.

  2. Use competitive intelligence to identify keyword themes

    Sometimes the most valuable keyword research data comes from our competitors. You can use Keyword Planner to identify potential keyword themes by going to your competitors’ websites and searching for keywords by theme.
    Just enter the URL of the site you want to evaluate, then look at the results:

    In this example, “Social Strategy” is a strong keyword topic that Buffer targets with great effect, as we can see in the figure below:

    If you were in a business similar to Buffer’s, this would be a great place to start to identify new areas to focus on in your PPC and paid social campaigns, or when looking for potential new ad groups.

  3. Use Wikipedia as a starting point for keyword research

    No one knows your business better than you, with the possible exception of Wikipedia.
    When doing keyword research for a new campaign, take advantage of the power of Keyword Planner and the wealth of information Wikipedia has to offer to find new keyword ideas.

    Suppose you are in the logistics management business. You want to identify potential new keywords to bid on in AdWords, and you feel like you’ve found all the terms that are relevant to your business and subsequently bid on them. To check if you’ve missed any potentially valuable keywords, enter the relevant Wikipedia page in the Landing Page section of Keyword Planner:

    You will then be presented with a list of possible keyword ideas based on the content of the page. Given the accuracy of Google spiders, this list is incredibly valuable, especially if you’re operating in a very high vertical niche or dealing with unusually specific products or services:

    This technique can also provide valuable insight into the intent behind some of the keywords that are relevant to your business. For example, you could offer educational content that explains “what is supply chain management” or write a blog post that explains the responsibilities of a “supply chain manager.”

    However you choose to use it, this tip can be extraordinarily helpful to marketers of all disciplines.

  4. Visualize Mobile Traffic Trends

    Device segmentation is crucial in today’s multi-device, always-on world. However, simply knowing how much of your total traffic is coming from mobile is not enough – you need to know which keywords are proving popular with mobile search engines in order to bid appropriately
    Take the example below, for the keyword “Google Keyword Planner”:

    As you can see, the mobile volume for this keyword is almost double the desktop search volume for this term. This clearly signifies the intent behind this search as the much larger mobile search volume suggests that people are looking for 24/7 locksmiths from their mobile devices as they may have been left without access to their homes. As such, you’d want to structure your bidding strategy accordingly to account for the disparity between mobile and desktop search volume.

  5. Go Beyond Competitor Data by Exporting Keyword Planner CSV Files

    When evaluating the competitiveness of keywords, the Keyword Planner offers a useful guide to how competitive (and therefore potentially expensive) certain keywords are. However, this is not as useful as it seems, as there are only three levels of competitiveness offered in the Keyword Planner: low, medium, or high. This is great if you just need a quick look at how competitive a keyword is, but if you need more precise data, you need to get creative. To see exactly how competitive a keyword is, export Keyword Planner search data as a CSV file that can be opened in a spreadsheet application. Once you’ve done this, you’ll notice that the Low, Medium and High competitiveness data have been converted to a numeric value between 0 and 1, as shown below:

    Based on this number, we can calculate which keywords offer the highest potential return using a simple calculation.

    In the example above, you’ll see that the keyword “using social media for business” has a Competitiveness Score of 0.9, which is very high compared to some of the other terms in this report. We can also see that the average monthly search volume is 390 and the recommended bid is $26.85. With these figures, we can apply the following formula:

    390 x 26.85 / 0.9 = 11,635

    Using this calculation, the higher the final figure, the higher the potential return offered by that keyword. This can be very useful if you are bidding on similar terms or need to know more precisely how competitive keywords might actually perform.

Summary: The AdWords Keyword Planner

The Keyword Planner tool supports multiple workflows for creating ad groups and ad campaigns, either starting from scratch or building on your existing lists and provides a more cohesive user experience than previous AdWords keyword tools. integrate keyword selection, keyword clustering, keyword analysis, and filtering aspects of the keyword selection workflow. I am a great fan!