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USING THE NEW GOOGLE KEYWORD PLANNER TOOL
Jon Parks, Lead Dijital Strategist, Dijital Farm
October 4, 2013
INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
Jon Parks
Founder and Lead Dijital Strategist @ Dijital Farm,
Digital Marketing Consult...
INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
So long Google Keyword Tool & Traffic Estimator!
Google
AdWords
Keyword Tool
Google
AdW...
INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
Introducing the Google Keyword Planner Tool
Old Keyword Tool + Traffic Estimator = New ...
INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
Keyword Tool vs. Keyword Planner
• Keyword Planner (KWP) shifts the
emphasis toward pai...
INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
Using the Keyword Planner
Four Ways to Use Keyword Planner
1. Search for new keyword an...
5 KEYWORD PLANNER “KEYS” TO SUCCESS
INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
5 Keyword Planner “Keys” to Success
1. Be sure you have a firm understanding of your pr...
INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
5 Keyword Planner “Keys” to Success
2. Approach KWP as a research tool. Use it to help ...
INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
5 Keyword Planner “Keys” to Success
3. Use the cost estimate data to build an appropria...
INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
5 Keyword Planner “Keys” to Success
4. Include the geo targeting options to filter your...
INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
5 Keyword Planner “Keys” to Success
5. Take advantage of the “save to account” feature....
INTROTOTHEGOOGLEKEYWORDPLANNERTOOL
Summary
• Keyword Planner has ushered in a new era
• Keyword research is now much more ...
USING THE NEW GOOGLE KEYWORD PLANNER TOOL
Jon Parks, Lead Dijital Strategist, Dijital Farm
October 4, 2013
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An intro to google ad words keyword planner tool

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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.

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Transcript of "An intro to google ad words keyword planner tool"

  1. 1. USING THE NEW GOOGLE KEYWORD PLANNER TOOL Jon Parks, Lead Dijital Strategist, Dijital Farm October 4, 2013
  2. 2. INTROTOTHEGOOGLEKEYWORDPLANNERTOOL Jon Parks Founder and Lead Dijital Strategist @ Dijital Farm, Digital Marketing Consultant, ASPE Instructor in Social Media, SEO, PPC & Google Analytics Contact Info From Jon Parks’ Profile Email: jparks@dijitalfarm.com Phone: (919) 901-0485 Google Plus: +Jon Parks Twitter: @jonparks LinkedIn: LinkedIn.com/in/jondparks Jon Parks
  3. 3. INTROTOTHEGOOGLEKEYWORDPLANNERTOOL So long Google Keyword Tool & Traffic Estimator! Google AdWords Keyword Tool Google AdWords Traffic Estimator
  4. 4. INTROTOTHEGOOGLEKEYWORDPLANNERTOOL Introducing the Google Keyword Planner Tool Old Keyword Tool + Traffic Estimator = New Keyword Planner
  5. 5. 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
  6. 6. 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
  7. 7. 5 KEYWORD PLANNER “KEYS” TO SUCCESS
  8. 8. INTROTOTHEGOOGLEKEYWORDPLANNERTOOL 5 Keyword Planner “Keys” to Success 1. Be sure you have a firm understanding of your product/site/topic
  9. 9. 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.
  10. 10. INTROTOTHEGOOGLEKEYWORDPLANNERTOOL 5 Keyword Planner “Keys” to Success 3. Use the cost estimate data to build an appropriate budget
  11. 11. 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.
  12. 12. INTROTOTHEGOOGLEKEYWORDPLANNERTOOL 5 Keyword Planner “Keys” to Success 5. Take advantage of the “save to account” feature. Allows you to build your plan over time.
  13. 13. 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
  14. 14. USING THE NEW GOOGLE KEYWORD PLANNER TOOL Jon Parks, Lead Dijital Strategist, Dijital Farm October 4, 2013
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