Hey there!
I’m Benjamin from Loves Data and in this video I’m going to show you how to use the
Keyword Planner in Google AdWords.
The Keyword Planner lets you research keywords for your AdWords campaigns, but you can also
use the tool to research keywords for your website content, blog posts and more.
As we’ll see, we can enter some initial keywords to then see a whole range of keyword
suggestions.
Along with suggested keywords, there are different metrics and insights we can make us of by
using the tool.
For example, we can quickly see if there’s lots of people competing for a particular
keywords.
In this video we’re going to cover the latest version of the Keyword Planner – Google
has recently made some changes, so we’ll also compare the old and new versions of the
tool.
Let’s get started!
Before you use the Keyword Planner you’ll need to create an AdWords account.
This also means you’ll need to enter billing details for the account.
So if you’re not using AdWords, but you want to use the planner, you’ll need to
make sure that any campaigns are paused inside the account, otherwise you will be charged
if your ads are displayed and clicked.
The new Keyword Planner has been streamlined.
Instead of being able to select targeting refinements before we begin researching keywords,
we now select them after we’ve entered our initial keywords.
Here’s a quick look at the old Keyword Planner…
You can see there are options to customize the targeting options and options for filtering
the keyword suggestions that are provided in the tool.
The old version also provided slightly different details for the suggested keywords…
Here we can see an example of the results we might see in the Keyword Planner.
The little icon to the right of each keyword allowed you to see trends for each individual
keyword and also access Google trend data.
This option isn’t available in the new version.
We can also see a ‘Suggested Bid’ amount in the old version.
This is replaced by a low and high range estimate to be at the top of the paid results.
Now let’s head into Google AdWords and look at the new Keyword Planner...
You will find the Keyword Planner by clicking the ‘Tools’ icon…
At the top of the Planner you can enter up to three initial keywords to begin your research,
you can enter the URL of a page on your website or both.
Below this there is an option to enter existing keywords that you’ve already researched
to see metrics and forecasts for those keywords.
We’re going to select the option to ‘find new keywords’ and enter our initial keywords
for our research.
Now we can click ‘Get Started’.
At the top of the Keyword Planner we can now adjust the targeting.
For example, if we want to research keywords for a particular geographic location we can
change the targeting.
Moving down we can then see the overall trend for the suggested keywords.
You can change the date range for the trend on the right.
There are also options to change this from a timeline to view a breakdown of the different
devices and locations.
We can then see the suggested keywords, along with their average monthly search volume.
The competition column will give you an indication of how competitive each keywords is.
The more advertisers competing for visibility, the higher the competition.
You’ll see this shown as ‘High’, ‘Medium’ or ‘Low’.
Next we can see the ‘Impression Share’ column.
This tells you the coverage you’re currently achieving for any keywords are already in
your account.
In this example the column is blank, which tells us we’re not currently display ads
for the keywords in our account.
We can then see suggested bid amounts to display in the top positions for each keywords.
We’re given two metrics for this…
We have a low range and a high range estimate.
This gives us an idea of the types of bids we’d need in order for our ads to be above
the organic results.
And if you’ve linked Google AdWords to Google Search Console you’ll also see metrics for
any keywords where your website is shown in the organic search results.
When researching keywords, look for keywords that are closely related to your products,
services or offering.
Then you’ll need to balance the potential search volume, competition and estimated bid
amounts to decide if the keywords is suitable for your campaigns.
You’ll need to spend time going through all of the suggestions and decide if they’re
appropriate or not.
Once you have a list of suitable keywords you’ll need to add them to ad groups and
decide on the keyword match types you want to use.
To learn about keyword match types check out the link to my tutorial in the description
below this video.
Once you’re bidding on the keywords you’ll want to monitor their performance and make
sure they’re driving the conversions and results you’re looking for from your campaigns.
So that’s how you can use the new Keyword Planner inside Google AdWords.
Once you’ve researched your keywords, along with choosing a keyword match type, you should
also ensure your ad groups are well structured.
Ideally, you should aim for no more than 5 to 10 keywords in each of your ad groups.
This allows you to show highly targeted ads for those keywords as people are searching
on Google.
We’ve focused on using the keyword suggestions to target keywords for your AdWords campaigns,
but you can also use the tool to identify keywords you want to use for organic optimization
too.
For example, you can look for keywords that have a high number of average monthly searches
and then create content targeting that keyword.
Are you using the Keyword Planner?
I’d love to know… tell me in the comment below if you are and if you have any extra
tips you’d like to share.
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like this.
See you next time!