See what Google has in store for you with the new Keyword Planning Tool. Learn how to use the new AdWords Keyword Tool and check out the 3 Best Keyword Research and Planning Benefits available to you to improve your AdWords Campaign Management.
Many AdWords Campaign Managers were faced with a bit of a shocker earlier this month when Google switched them over from
the old familiar Keyword Suggestion Tool to the new Keyword Planner.
For those who have been used to the old Keyword Tool, the transition may feel like a bit of a productivity nightmare for some.
Here are some tips on guidelines on how the new Keyword Planning tool works which might just make the switch a little more
welcoming and easier.
How the Keyword Planner helps to improve your Keyword Planning:
More accurate location targeting: Because AdWords Campaigns can be set to geographically target areas, so should your
keyword research. This level of targeting helps you to better create a realistic estimate of your traffic before you start
any campaign.
Reduce spillage with Keyword Exclusions: Before the keyword planner, the most you could do to manage the keyword spillage
in your research was to make use of Keyword Matching Options. With the addition of keyword exclusions / negative keywords
in Google’s Keywords Planner, say hello to traffic estimates that potentially have much less traffic spillage than what
you saw previously. Your keyword planning just became a lot more targeted and accountable.
Save time with with only one tool: Previously Google’s Traffic Estimator gave you click and impression estimates in a very
similar format. Now that Keyword Traffic Estimation is included into Google’s Keyword Planner along with the functionality
of the original Keyword Tool there is no way that you can forget, be too lazy, look over the traffic, clicks, impressions
or Cost per Click when you create keyword lists or do research.
This forces most AdWords Campaign managers to set up better quality campaigns from the get-go (they can now see the traffic of their keywords before campaigns launch).
How to use the new Google AdWords Keyword Planner Tool:
The truth of the matter is, the sooner we digital folk can get the hang of it, the quicker we will start to appreciate and
enjoy the many benefits that it offers, such as improved Keyword Ideas together with traffic and bidding estimates all in
one interface.
With Google’s New Keyword Planner, you have the following features:
Find keywords for New & Existing Campaigns:
Advanced Keyword Targeting specifies the geographic area (including regional e.g. Gauteng) that you want to see keyword volumes for.
Add Negative Keywords to get more exact keyword traffic data for your broad or phrase match keywords.
Keyword Ideas are generated and are given to you in terms of: Ad Group Ideas, Loose Keywords, Average Monthly Searches, Competition and Average CPC. You can select the keywords and the ad groups you want to use and place them into ad groups on your campaigns.
You can review the traffic and bid estimates for the keywords that you chose based on a bid and daily budget that you chose. (Keywords added will show a bid range to the right of the keyword results telling you exactly how much you can expect to pay).
Upload Keyword lists and get search volume and estimated click data:
Enter the keywords into the search box (like you used to do with the Keyword Tool) or upload a CSV file with the keywords that you want to get Search Volume Statistics for.
Remember to specify your keyword match types at this stage already.
Set your Location and Engine Targeting (e.g. Google.com or Google.co.za).
Add Negative Keywords to restrict your keyword traffic to reduce spillage.
Get Estimates: The ‘Get Estimates’ button takes you to the page where you will receive estimates for your clicks and your impressions based on your specified bids and daily budgets.
Search Volume: The ‘Get Search Volume’ button takes you to a page that lets you see the Avg. Monthly Searches for your specific keywords, their competition and their Avg. CPC
Easily Combine Keyword Lists to generate new keywords for your campaigns:
To Multiply keyword lists you need two separate keyword lists with different qualities. In the one list, try to stick to nouns without any adjectives .In the second list, try to keep your list limited to adjectives, steering away from nouns. For example: List one: beach ball, ice creams. List two: cheap, coloured. Your multiplied (or combined) keyword list will look like this: Cheap beach Ball,Cheap Ice Cream,Coloured Beach Ball, Coloured Ice Cream.
Once you have completed both your keyword lists, complete your targeting setting for location, search engine preference and negative keywords.
Get the click and impression estimates for the keywords that you multiplied (combined). These are provided in accordance with Max CPC Bids and Daily Budgets that you specify.
Get the average monthly searches for your newly multiplied keywords.
Because online advertising is seen as the most “accountable” advertising medium, it is important to do accurate Keyword Planning from the start. Now that Google has given us the means to more easily gather the data on keywords and campaign traffic before campaigns are launched, we as marketers can better predict and account for our AdWords PPC Efforts.
