Use The Keyword Planner in AdWord

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 glass  Keyword Tool in Google AdWords, how to use it

Keyword tool in AdWord combines elements of two existing keyword tools, the Google Keyword Tool and the AdWords Traffic Estimator, adding a more structured and integrated workflow. If you’ve ever used the Google Keyword Tool and/or AdWords Traffic Estimator in the past, the new Keyword Planner will most certainly replace both tools in the near future, and your workflow will undoubtedly change as a result.

Keyword Tool + Traffic Estimator = Good Looking Opportunities

The Keyword Planner

The focus is on: To make it easier for advertisers to get through the process of creating new ad groups and ad campaigns, which is the key to getting your PPC accounts off to a good start. It differs from the existing Google Keyword Tool and AdWords Traffic Estimator tools in that the old tools were more general purpose, unstructured tools. They could be used for just about anything, including Keyword Research for SEO.

keyword tool

The new tool, on the other hand, is more like an ultimate AdWords campaign building workshop.

The Keyword Planner has a “wizard” type interface. The first step in the process is to determine how you’re going to go about creating your ad campaigns and ad groups. You’re asked to pick one of 3 possible paths:

  • Search for Keyword and Ad Group Ideas
  • Enter or Upload Keywords to get Estimates
  • Multiply keyword lists to get Estimates

Searching For Ideas

When creating a new campaign in AdWords, you’ll need to rely on Google to provide you with keyword suggestions to pick from. Therefore, the primary flow through the Keyword Planner is to “Search for keyword and ad group ideas.” Clicking on that option whisks you off to the next stage of the Keyword Planner, which provides a robust keyword workbench for researching and picking keywords to add to your AdWords account, illustrated below: Using this interface, the Keyword Planner lets you brainstorm keywords using any or all of the following three methods:

  • Keyword:  Use keyword or phrase relevant to your business
  • Landing Page: Check a landing page on your site (or any competitor’s webpages), the Keyword Planner will scan and infer keywords that are relevant to those pages
  • Product Category: Select from one of thousands of pre-defined keyword categories

Filtering Keywords

The Keyword Planner provides robust filtering capabilities so you can be super picky with what keywords you choose to add to your PPC account. You can filter keywords based on the following ways:

  • Estimated Search Volume: include or exclude keywords that fall above or below a desired monthly search volume
  • Keyword Competition: narrow your list based on estimated advertiser competition
  • Average CPC: include or exclude keywords that fall above or below a desired Cost Per Click
  • Exclude Keywords Already In Your Account:  The program can automatically exclude keywords that are already in your own AdWords account to avoid having duplicate keywords
  • Filter by Keyword: you can specify to include or exclude keywords containing specific terms

Set Targeting Parameters

Because keyword research requires analyzing keyword statistics in order to determine whether or not a given keyword makes sense for your business, Google lets you customize the keyword stats and performance estimates so that they’re relevant to your campaigns. This means they let you specify targeting parameters such as language, country and search network.

List View or Grouped View

A nice feature is the ability to view keywords in the Keyword Planner that appear either in list view or in grouped view and this is analogous to the concept of keyword niches and keyword lists.

The Keyword Plan

Now you have the ability to add keywords to “Your Plan,” which is a temporary storage area for saving interesting-looking keywords and keyword groupings for later. The Keyword Planner maintains state for the duration of your session – keywords that you add to “Your Plan” are saved while you’re in the process of looking for keywords. This is a nice change, becauce, previously, when using the Google Keyword Tool and AdWords Traffic Estimator separately, there was a bit of a disjointed workflow where you had to save the results of the Google Keyword Tool, then open the file and copy/paste it as input to the AdWords Traffic Estimator. These two separate processes are now integrated into a single, seamless one.

Summary The new Keyword Planner tool supports various workflows for building ad groups and campaigns either starting from scratch, or based on your existing lists, and provides more cohesive user experience by integrating the keyword selection, grouping, analysis and filtering aspects of the keyword selection workflow.

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Be Serious About Google Plus.

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icons_gPlus_logo Google Plus for business. It has some very powerful benefits that the other social networks don’t offer. The best part is that it doesn’t require nearly the time commitment of networks as Facebook and Twitter. But the more you put into it the more you get out of it, and you can still get plenty out of it without sacrificing all your time. Google Plus had many impressive features at launch, and the network grew to millions of members in very short time, but the problem was no one was posting anything. Another problem was that it wasn’t friends and family who were joining Google Plus. It was social media pros, marketers and technology enthusiasts.

The people who grew large followings on Google Plus were people who already had huge social media followings to begin with. If you were just a regular user it was hard to get even a few dozen people to circle you.

Before long, it felt like a ghost town. Later on, Google Plus rolled out a few new updates to get people to interact more. Google phased out Google Places and introduced Google Plus Local Pages to get people engaging at a local level.

 Google Plus Authorship was introduced, which added your G+ profile picture next to your articles in search results. In time it has become a lot more important. It wasn’t until the addition of Google Plus Communities that the real value of the network started to become apparent. Google     AuthorshipPlus made traffic increase a lot, articles were getting +1′d more than ever before, and most importantly, people were able to grow their Google Plus network by connecting with hundreds of engaged users.

What G+ CAN Do:

  • Improve your search engine ranking.
  • Boost your website traffic
  • Build authority for your brand.
  • Improve the visibility and distribution of your content.
  • Connect you with other engaged professionals and influencers in your field.

To do to grow your business with Google Plus

The most important things you need to do to grow your business, establish authority in search engines. 

G+ local

G+ local

  1. You need a Google Plus Local Page for Your Business

To get your business page on Google Maps, it’s now all about Google Plus Local Pages. It is integrated with Google Maps, and also integrated directly within the search engine results pages (SERPS). Since they have a Google Plus Local Page, you get all this information about them on the first page of search results. You get pictures, directions, hours of operation and reviews all in one place.

This grabs attention, establishes authority and pre-sells the customer before they click on the website, or they can click on the Google Plus page to read the reviews from other customers. This can be even more important since customer reviews have been shown to be the most influential factor in how a customer feels about a business and ultimately whether or not they will make a purchase. And once they’re on the Google Plus page, they can also check in and leave a review of their own after their visit.

What you need to know about setting up your own Google Plus Local Page.

This has a lot to do with SEO, authority and influence as well.

2. Set Up Google Plus Authorship on Your Website

Authorship creates a connection between the content published on your website and your Google Plus profile. Your name and photo attached to your content will be published on search result pages. If you have a Google Plus profile with authorship set up on someone elses site, Google recognizes who wrote the content and attaches your name and photo to it. And that will stands out compared with other results that are just plain text. A link like this is way more likely to get clicked on. Google Authorship also enhances search engine optimization (SEO) with Google Author Rank. This means if you have a history of writing content that other people like, it will show up higher in search results.

Does people like your content?

You need to link your Google Plus profile to the content you create. Then your Author Rank is determined by how socially engaged other Google Plus users are with your content. This is determined by how many +1s, shares and comments your links get from other users. The more you build up your Author Rank the more your content will be prioritized by Google in search results.

 3. Engage With Google Plus Communities

This is where you’ll start seeing the full power of Google Plus. At first, you can start to engage with communities because they are a place to chat with cool people about subjects you are interested in. Then share your own useful content with the community and you will see your traffic increase and then you can build up my Author Rank with +1′s and shares. Don’t just drop a link and leave. That’s link spam and most communities will delete a post like that.

 Best practices:

  • Read the community guidelines.
  • Contribute to the community beyond just sharing your own links. Engage in conversations, +1 other peoples content.
  • Content that is too self-promotional or something that leads to a sales page will almost always get deleted.
  • Get to know the community before sharing your own links.

A Google Plus community can be very beneficial to you and your website, but you have to give something back in return.

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Google+, The Intention

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Google+  Google AuthorRank

This affects us all:

Google is using Google+ to influence search results in a big way, and brands and businesses alike have yet to wake up to the reality of it. Search Plus Your World, is the function that prioritizes content from your Google+ connections and it got started a year ago.

Author Rank could have an even bigger effect on search results. It is not officially in effect, but after working on it for seven years it’s clearly the way forward for Google results. The change is very simple, Google wants to prioritize content created by verified writers with authority in certain topics in its results. Credibility is what makes Google’s search results as efficient and useful as they are. Filtering out the spam was the goal of PageRank, and SEO spammer and linking schemes still found ways around that.

So now Google is verifying individual writers through its social network, Google+ with something called Author Rank. Now, if a website has connected its writer accounts with their Google+ accounts, search results show a writer’s headshot and byline next to the result for their article. Bylined stories rank higher, and they get more real estate. Most importantly, they return clickthrough rates that are 40 percent greater than normal. It’s not just about showing up in Google’s results, it’s also about getting real estate and clicks.

You could argue that Google is killing its sacred cow in foolish hopes of beating Facebook at the social media game. Or you could argue, as many SEO experts have, that Google is improving its search results with rich, verifiable data. The change goes a long way to eliminate content spam. It’s easy to forge links and game PageRank, but not so easy for spammers to forge a personal identity through a Google+ account. Either way it’s a product and philosophical change. Google was always about the algorithm, not curation, certainly not curation through something as, well, human as a social network. The emphasis before was about what was on the page not who wrote it.

This seems greate for content creators. We know we have to create content, not just to stay fresh and relevant in organic search results, but to engage their customers and maybe even act as thought leaders in their industries. Some companies don’t hire big name journalists for their content marketing. It’s much easier to hire an anonymous consultant or copywriter to churn out content sans byline, and no one cares who those writers are as long as the content they produce is viewed as legit to the Google. Until now, that is, when Google wants those writers to have identities.

Google has spent years tearing down the value of a byline and influence through its algorithm-like ranking mechanisms. And at first, that was good. Search engines could unearth content from sites that were more obscure than those listed in a directory, or those you might not already know. But now this is reversing that on an individual level. The problems came when low quality sites made a living on gaming the system

If the stories will wind up on the first page of search results. It’s up to the individual writers. In our world of socially distributed content, we know that news coverage is often “bring your own audience. News site homepages don’t have a built-in audience anymore, they often rely on the subject of the story to promote them in order to drive traffic. Even influential writers with thousands of Twitter followers aren’t as powerful as they look, studies show that Twitter users with more than 5000 followers drive less traffic and fewer clickthroughs than those with more modest follower counts.

Google doesn’t own social networking, but it does own search and email, and as a surprise! new Gmail signups automatically get Google+ accounts. With Author Rank, it’s (hopefully) outsmarting SEO spammers while forcing content producers to use Google+. They may not like it, but the alternative risk losing influence is worse.

Look at this Author Rank infographics from Wordtracker

How to build Author Rank from ceomoz
small  We are on Google+

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