Google Keyword Planner - New Keyword Research Tool by Google


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Recently Google discontinued their AdWords Keyword Tool and introduced a new online instrument for keyword research called Keyword Planner.

The presentation covers the main features of the new tool and gives actionable guidance on how to effectively use it for SEO keyword research and PPC analysis.

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Google Keyword Planner - New Keyword Research Tool by Google

  1. 1. Google Keyword Planner New keyword research tool from Google Copyright © 2013 Link-Assistant.Com
  2. 2. Google AdWord Keyword Tool was one of the most effective keyword research tools on the Web, but… The fact
  3. 3. … on August 27, 2013 Google announced that they discontinued their keyword tool.
  4. 4. However, there’s no reason to panic! Because…
  5. 5. • … there’s a new Google keyword research tool in town! And it is called: Google Keyword Planner
  6. 6. now you just need to… So,
  7. 7. • Let’s start!
  8. 8. how Keyword Planner differs from AdWords Keyword Tool First, let’s figure out
  9. 9. The features you could find in AdWords Keyword Tool, but won’t find in Keyword Planner:
  10. 10. Data breakdown by device (keyword stats for desktops, mobile devices and tablets are now displayed all together).
  11. 11. Setting the match type for search volumes (before you could see monthly search volumes for broad, “exact” and [phrase] matches. Now you only get them for the exact match).
  12. 12. These features are no longer available, which is sad but…
  13. 13. There are some new features Keyword Planner offers. These are:
  14. 14. New traffic-related metrics (due to its integration with Traffic Estimator). The ability to work with ad groups and separate keywords.
  15. 15. Geo-targeted keyword research The tool has the ability to target the country, the city or the region to get keyword ideas for.
  16. 16. And that’s cool!
  17. 17. All the other differences between Google AdWords Keyword Tool and Keyword Planner are described here.
  18. 18. Part 1 Using Google Keyword Planner for SEO keyword research
  19. 19. With Google Keyword Planner you can:
  20. 20. - Get new keyword ideas; - Expand the list of your keywords; - Narrow down your keyword list to only relevant keywords.
  21. 21. 1) Getting new keyword ideas.
  22. 22. Follow these steps to find new keywords to optimize your site for:
  23. 23. 1) Open Keyword Planner. 2) Choose “Search for keyword and ad group ideas” option (see the screen-shot below).
  24. 24. 3) Enter up to 50 so-called “kernel” keywords. 4) Specify keyword targeting and hit “Get ideas” button (as shown below).
  25. 25. Voila! Now you have got a list of new keyword ideas for your site.
  26. 26. By the way, there are some tools that are already integrated with Google Keyword Planner. by Link-Assistant.Com is one of them. With the tool you can collect, save and analyze data fetched from Google Keyword Planner. Rank Tracker
  27. 27. 2) Extending your keyword list
  28. 28. Need more keywords for your site? Here is how Keyword Planner can help:
  29. 29. Export your keyword in a CSV file by hitting “Download” in the top right corner.
  30. 30. Then go back to Keyword Planner, and select the “Multiply keyword lists” option. Here you can get additional keyword ideas and longer-tail keywords.
  31. 31. You can add up to 2 lists, but if you click on the multiplication sign (X), you will be able to add one more (marked on the screen-shot).
  32. 32. • Import the keywords you have in the CSV file into corresponding lists. • Then click “Get search volume” to get keyword ideas.
  33. 33. The feature mixes all keywords from the lists you have imported and comes up with quite decent keyword ideas related to those terms.
  34. 34. 3) Narrow down your list to only relevant keywords.
  35. 35. With Keyword Planner you can also weed out all irrelevant keywords. Here is how to:
  36. 36. Use the Include/Exclude widget on the left-hand side.
  37. 37. - Keep only keywords that meet your requirements; - Filter out the keywords that are a poor match for your biz; - Exclude negative keywords from your list. This widget lets you:
  38. 38. After you exclude all irrelevant keywords, you can export the list in a CSV file and import it to .Rank Tracker
  39. 39. With Rank Tracker you can sort out only SEO-profitable keywords for your campaign. The software lets you surface the keywords with the highest Keyword Efficiency Index (# of searches to competition ratio). Rank Tracker
  40. 40. After you import your list of keywords to Rank Tracker, , click the ‘KEI’ button and the software will update ‘# of searches’, ‘competition’ and ‘KEI’ values. Rank Tracker
  41. 41. Then click on the head of the ‘KEI’ column and the software will show the most SEO-efficient keywords in the 1-st place.
  42. 42. Hey presto! Now you know how to use Google Keyword Planner for SEO keyword research. But that’s not all the tool is capable of.
  43. 43. Read on and you will learn how to use Keyword Planner for getting PPC keyword insights.
  44. 44. Just in case you got bored, this little cutie will cheer you up.
  45. 45. Part 2 Using Google Keyword Planner for PPC campaigns.
  46. 46. Starting a PPC campaign.
  47. 47. When starting a PPC campaign from scratch, the first thing you need to do is to define a basic list of keywords.
  48. 48. 1. Define a basic list of keywords. That can be just a short list of keywords that better describe your business. You can take them off the top of your head.
  49. 49. 2. Define your negative keywords (the keywords that are unlikely to bring you any targeted traffic). To define such keywords you can use: • Your search query report, • Google Analytics, • Google suggest and • Your brain. 
  50. 50. Once you have defined your basic negative keywords, you may use Google Keyword Planner to:  Find new keyword suggestions for your PPC campaign;  Analyze PPC keyword suggestions.
  51. 51. Using Google Keyword Planner for getting new ideas for a PPC campaign
  52. 52. • Open Keyword Planner . • Click “Search for keyword and ad group ideas”.
  53. 53. The further steps are: • Choosing your product category, • Specifying the country, city or region you target (NEW feature), • Choosing the language group, • Adding negative keywords.
  54. 54. By specifying all the mentioned criteria, you will define your target audience.
  55. 55. Next you specify search parameters such as: • the minimum search volume for suggested keywords; • the minimum CPC; • the Ad impression share; • desired competition for the suggested keywords; • and other.
  56. 56. And finally, if you need to change your initial keyword list or other options in Keyword Planner, just click “Modify search” on the top right.
  57. 57. Yeah, too much info to digest. Let’s have a coffee break. 
  58. 58. Back? Let’s continue!
  59. 59. Analyzing PPC keyword suggestions.
  60. 60. Once you get suggestions for your initial keyword list, you can view the suggested keywords in 2 different modes: • sorted by ad group • sorted by keyword.
  61. 61. Next you need to decide which keywords to include into your PPC campaign. Here is how Google Keyword Planner can help.
  62. 62. First you need to add the suggested keywords to your plan. There are 2 ways you can do that:
  63. 63. 1. You can add individual keywords to your plan by clicking the arrow button at the end of the line; 2. And also there’s an option to bulk- add your groups/keywords to your plan by pressing “Add all”.
  64. 64. Here is a screen-shot for your reference.
  65. 65. The next step is getting PPC stats on the added keywords. Click “Review Estimates” to get this data.
  66. 66. That lets you check how many clicks a day you’re likely to get for your keywords and how much you will need to spend on that. NB! These are average numbers based on historical data. You shouldn’t take them as precise estimates!
  67. 67. Next you can enter your bid and get stats for your keywords.
  68. 68. On the green graph you can see how the number of “clicks per day” changes depending on your bid.
  69. 69. Also, this graph shows how impressions and cost-per-day change depending on your bid when you choose them from the drop-down menu.
  70. 70. Now, let’s get down to sorting your keywords by Impressions/Clicks.
  71. 71. The table that goes below the graph shows PPC data for each keyword in your groups.
  72. 72. You can sort the keywords by Impressions/Clicks to see how much the most popular ones would cost.
  73. 73. And the final step of your PPC research is deleting keywords that are a bad match for your PPC campaign.
  74. 74. Here is how you can check keywords match type:
  75. 75. Generally, to weed out all ill-targeted keywords you need to apply your common sense. Say if you sell birthday balloons, “balloons” would be not your best keyword to target, as it’s too broad.
  76. 76. Congrats! We have crossed the ‘Finish’ line.
  77. 77. Now you know how to use Google Keywords Planner in managing your SEO keyword research and PPC campaigns.
  78. 78. To learn more about using Google Keyword Planner check this and this articles.
  79. 79. Say ‘Hello’ to Link-Assistant.Com Facebook – Google+ Twitter – @LinkAssistant
  80. 80. Image credits Kath (via Flickr), ~Molz~ (via Flickr), (via Flickr), CDI College (via Fotopedia), F.B.I-amoon (via Flickr), menSagam (via Flickr), Sportscans (via Photobucket).