An intro to google ad words keyword planner tool

Oct 8, 2013Download as PPTX, PDF2 likes829 views

Are you familiar with the new Google AdWords Keyword Planner tool that replaced the old Keyword Tool and Traffic Estimator? I delivered a Webinar on Friday, October 4 for ASPE ROI providing an overview of the new Keyword Planner and presenting 5 "keys" to success with this new tool to help you manage your AdWords campaigns.

USING THE NEW GOOGLE KEYWORD PLANNER TOOL
Jon Parks, Lead Dijital Strategist, Dijital Farm
October 4, 2013

INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
So long Google Keyword Tool & Traffic Estimator!
Google
AdWords
Keyword Tool
Google
AdWords
Traffic Estimator

INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
Introducing the Google Keyword Planner Tool
Old Keyword Tool + Traffic Estimator = New Keyword Planner

INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
Keyword Tool vs. Keyword Planner
• Keyword Planner (KWP) shifts the
emphasis toward paid search
• KWP combines the best features
of the Keyword Tool (KWT) &
Traffic Estimator to create a
powerful new tool
• Now have search volume &
cost estimates all in 1 place
• Change in default match type
• KWT = broad
• KWP = historical data only
available for exact match
• All devices are now included in
estimates (desktop, laptop, mobile
& tablets)
• See search trends by month
• Target specific geographic levels
Keyword Planner: A Closer Look

INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
Using the Keyword Planner
Four Ways to Use Keyword Planner
1. Search for new keyword and ad group ideas
• Great for getting started/discovery
2. Get search volume for a list of keywords or group them into ad
groups
• Uses historical search volume data to help you identify valuable
KW
3. Get traffic estimates for a list of keywords
• Provides click and cost estimates for your target KW
4. Multiply keyword lists to get new keyword ideas
• Powerful tool to combine keyword lists to discover new
possibilities

INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
5 Keyword Planner “Keys” to Success
1. Be sure you have a firm understanding of your product/site/topic

INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
5 Keyword Planner “Keys” to Success
2. Approach KWP as a research tool. Use it to help you with discovery to find as
many terms as you possibly can.

INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
5 Keyword Planner “Keys” to Success
3. Use the cost estimate data to build an appropriate budget

INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
5 Keyword Planner “Keys” to Success
4. Include the geo targeting options to filter your results. Geo segmentation is one
of the greatest benefits of KWP.

INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
5 Keyword Planner “Keys” to Success
5. Take advantage of the “save to account” feature. Allows you to build your plan
over time.

INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
Summary
• Keyword Planner has ushered in a new era
• Keyword research is now much more focused on
assisting paid-search campaigns
• Fits nicely with Google’s move to 100% “Not
Provided”
• KWP provides a lot of data. Go slowly so you can
become familiar with what’s available
• Having a firm understanding of how you want to
structure your campaign (think: themes) will help you
use KWP
• As always, monitor your results and be prepared to
make adjustments

Keyword Planner is a free AdWords tool for new or experienced advertisers that’s like a workshop for building new Search Network campaigns or expanding existing ones. You can search for keyword and ad group ideas, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together. Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns.

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