How to Use Google Keyword Planner for Google Adwords Management
Keyword Planner, previously known as Google Keyword Tool, is a powerful tool that allows advertisers to discover new keywords for Search campaigns and utilize them in your Google Adwords management strategy.
Need a new ad group but don’t know where to start? This free tool can answer your basic questions and then some. Read more about Google’s Keyword Planner to learn some of the main benefits from search volume and forecasts to negative keywords in just one post.
When to use the keyword planner for your online marketing and Google Adwords management strategy?
There are several uses for the keyword planner; below, we focus on the ones that have a high impact on pay-per-click strategies:
Whether your campaign is in the creation phase or seeking expansion, finding new keywords is important. Advertisers want to be found, but consumers decide which terms they use to look for a product or service.
Google gives you multiple options to use your keyword suggestions: individual keywords, product category, your own landing page, or competitor’s landing pages that offer similar services to yours, or why not a combination that will lead to success. Start with one option at a time.
If the information you receive is overwhelming, add criteria filters to your search. The narrowed-down results will flag those golden nuggets or low-hanging fruits that’ll work for your Google Adwords management strategy.
Search Volume Trends and Forecasts
This section is ideal for advertisers looking to get volume and a forecast for an existing list of keywords. You can either paste the keywords one per line, upload a .csv file, or separate them by commas. Once you have the keywords in place, click on the page with these three tabs.
Forecasts project potential clicks and impressions within the next 30 days. This tab sets a benchmark for your average cost, CTR and CPC.
Negative Keywords add restrictions for keywords you don’t want to show for, such as free or affordable. Prevent showing up for specific keywords by building your negative keyword list.
Historical Metrics help monitor average monthly searches, keyword competition, ad impression share, and top-of-the-page bids while combining historical data for the selected time frames (last month, 12 months, 24 months, all available data or custom).
How to Access Google Keyword Planner
While the keyword planner does not require an active account, you will need a Google Account to look for keywords. To get started, login to Google Ads.
Once you have accessed Google Ads, head to the “Tools” section and click on “Keyword Planner” option.
In this section, you will be provided with two options to look up keywords or search volume and forecasts. If you have more than one account, you will also need to select the account you want to work with.
How to Use It
To find keywords, you would need to enter words, phrases, or your business URL or URLs related to your business. Once you have added this information, click on the results to receive a list of keyword suggestions.
Enter up to 10 keywords or phrases whenever you are looking for keyword suggestions. Keep in mind you aren’t limited to single keywords; you can also use phrases relevant to your product or service.
For each keyword suggestion you get, the Keyword Planner will provide:
- Average Monthly Searches
- Top of page bid (low range)
- Top of the page bid (high range)
When going through these keyword suggestions, filter by relevance, clicking on the first column on the left. Add more filters by clicking on the “Add filter” button at the top. Select existing filters to narrow your keyword suggestions based on criteria.
Be on the lookout for the following options to refine your Google Adwords management strategy:
- Keyword: helps you sort by”contains” or “does not contain” a text or semantic match.
- Avg. Monthly Searches: select from “greater than or equal to” or “less than or equal to”
- Competition: this value helps you sort by how competitive ad placement for a keyword is, whether high, medium, or low.
- Ad Impression Share: help you identify potential opportunities a keyword has to get impressions and clicks. However, if there is not enough data for this keyword, you will see a dash.
As you can see, the Keyword Planner can serve as your secret weapon when building campaigns. The platform is packed with powerful insights that can help you improve your Google Adwords management strategy.
Want to refine your keywords even further? Google Ads Help is the best source to stay on top of keyword practices.
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