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.
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
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.