<< by on June 7th, 2013
If you spend a lot of time in AdWords, then by now you have probably heard about the new Google AdWords Keyword Planner that has been rolling out over the last month or so. If you haven’t, the Keyword Planner is a combination of the Keyword Tool and Traffic Estimator, and makes for a more efficient and manageable way to research and plan out your search campaigns. I would suggest becoming familiar with the new planner sooner rather than later, since Google also announced that this will be the only option going forward, starting around the end of July.
To help get you started, I’ve compiled three basic steps to use the new planner and laid out a few key differences that come with this new update.
Get Started in Three Simple Steps
Step 1: The new Keyword Planner gives you three choices to start the process of creating your search campaign: search for keyword and ad group ideas, enter or upload keywords to see how they perform, or multiply keyword lists.
When you are creating a new search campaign, you often want Google’s insight into keyword and ad groups, keyword traffic estimates and other metrics (that’s why we use all these handy tools, right?), so let’s assume the most common first step will be to search for keyword and ad group ideas.
Your keyword results page will now automatically show average cost-per-click (CPC), as it is a default setting with the new planner. Another important change is that the average searches column is now a monthly average, compared to the Keyword Tool’s ‘local’ and ‘global’ monthly search columns. This column also now includes data from all devices – desktop and laptop computers, tablets, and mobile phones (mobile search volumes were not included in the default setting within the Keyword Tool). The data found in this column is also specific to your targeting settings, so be sure to check those as you create your campaign and edit as necessary.
As you analyze and complete your research, you can add the ad groups and keywords you want to use or are interested in exploring further to your plan.
Step 2: The next step is to review your plan, where you can see daily estimates of clicks, impressions, average position and total daily cost. You can also enter different bid and daily budget amounts to get detailed estimates on how your campaign might perform, and experiment with how to get the best performance out of your search campaign.
Step 3: Once you’re done reviewing and finding the best options for your campaign, you can download your plan or save it to your account to implement right away.
Better Organization, Better Process
The new Keyword Planner allows you to see all the data and information you need in one place and offers a more streamlined process for your search campaign planning. Have you already started using the Keyword Planner? Found more changes or updates? Comment below or find me on Twitter @heidinkramer and let me know your thoughts!