Google's Keyword Planner is a free tool for inexperienced or veteran advertisers alike that can be likened to a workshop for expanding Search Network campaigns or constructing new ones. You are able to search for a keyword as well as ad group ideas, view how a list of keywords would perform, and make your own new keyword list by bringing multiple lists of keywords together. This tool will also aid in choosing competitive budgets and bids to be used with your campaigns.
You will access the Keyword Planner from here, and sign in to your account.
Keyword planner allows you to do a multitude of tasks, including researching keywords and getting historical statistics and forecasts for traffic. You will want to research keywords when you are looking for new keywords to add to your campaign, or if you want to find more keywords that you can add to an already existing campaign. You are able to search for keyword & ad groups, based on the terms that are relevant to your own products and services, your landing page, or the categories for your products. When looking at the historical traffic and statistics forecasts, you can use stats like search volume, that will aid you in deciding which keywords should be used for an existing campaign. You are able to get forecasts (like conversion estimates and predicted clicks) to get some idea of how a list of keywords may perform for a specific budget. The forecasts will also help in making your decision on setting bids and budgets.
Keep in mind that Keyword Planner does provide good keyword ideas and forecasts, the performance of the campaign depends on many more factors.
While searching for keyword & ad group ideas or choosing to get historical statistics, you will see a table with all of the historical statistics. These numbers are specific to a location, date range, and search network settings that have been selected from the Targeting panel. To see these statistics, you will need to sign in to your Keyword Planner account and use a section under “Find new keywords and get search volume data”. Here is where you will adjust the statistics that are seen in the table by clicking the Columns menu. These are the meanings for the search volume statistics:
These are some things that you should keep in mind regarding the historical statistics:
Once the search volume results have been established, you will be able to analyze these statistics further by using the “Search volume trends” option. The results will be broken down into several segments: mobile trends, breakdown by device, breakdown by location, account plan/coverage, compared to competitor domains, and compared to market leader domains.
Using the Keyword Planner, you will be able to discover new keyword ideas for your campaigns that are relevant to your brand. The tool will show you the historical statistics so that you can add decided if you are going to add the keywords to your campaign or not. Here, you will be learning how to use Keyword Planner to obtain search volume data and find fresh keywords that are relevant to your brand.
From the Keyword Planner, you will need to follow these instructions:
If you want to add more keywords to an ad group, you will click on that ad group and then click on the arrows next to the keyword to be added.
When you need to remove a keyword within an ad group, click on the ad group and then the X by the keyword that you want to remove. When you need to disable or remove an entire ad group, click on the X by that ad group.
To change the bid range, you will modify the range of maximum cost per click bids to get the estimated clicks and cost for the plan's keywords.
If you would like to get an idea of keywords generated from the whole website rather than just a single page, you will need to add and then verify the site. If the account is managed, the owner must add and then verify the ownership. After this is done, it may take up to a month to see keyword ideas rendered for the whole website.
You can use this tool to find historical statistics like competition data, and average monthly searches to get a list of keywords. This will aid in deciding which keywords you will keep using and which ones will be removed. This is where you will learn how to get the search volume data and the trends for keywords.
From the Keyword Planner, you will:
Note: if you are using the keyword match types for your keywords, Google only uses the match types when calculating the traffic forecasts.
Using Keyword planner, you will be able to automatically make up new keyword combinations through the multiplication of lists of keywords. You will be able to view historical statistics and traffic forecasts for the new keyword phrases.
From Keyword Planner, you will:
When you have a new list of keywords that you would like to view forecasts of click and cost performance for, you are able to enter those keywords or you can upload a CSV file that contains them to the Keyword Planner. Then, you will be able to see the forecasts that are specific to your own AdWords account, regarding the bid that you have specified. The forecasts are able to help you decide if you want to add certain keywords to your new Search Network campaigns, and can help you when you are planning your advertising budget. Here, you will find out how to use the Keyword Planner to view click and cost performance forecasts for any new keyword ideas.
First, you will need to access AdWords within Keyword Planner
Now, you will be able to edit your bid to see a newly updated forecast for the new bid. To get to this, enter in a new bid, then press Enter. You will also be able to enter a daily budget. You will also be able to see a combined forecast that contains new keywords, in addition to campaigns/keywords from your account. Once the forecast appears, you will need to click on All keywords on the left side to see the combined forecasts.
You will be able to refine the ideas you have for keyword idea by filtering or targeting your results. You are also able to target your results by language, location, and network settings. The results can also be customized to a date range, and then filtered by keyword options or historical statistics. Then, you can choose to either include or exclude specific keywords.
To begin, you will choose which of the options for historical statistics, keyword ideas, or forecasts.
Before you target your results, you will need to learn how to use the targeting settings. Click on the pencil icon to edit these settings.
You can customize your results by date range. You will need to pay attention to your calendar, as this will be very helpful if your brand runs seasonal campaigns or if you are just looking for what is trending on Google at a particular time. This is when the date range feature is most useful. It will allow you to see the search volume trends through time, receive suggestions for keywords that are popular in a specific time range, and compare two time ranges to see how the popularity of a keyword has grown.
Seasonal trends are seen by a lot of brands for example a flower delivery service. When you look at the search volume trends for the most popular keywords in February, you will see an increase because of Valentine's Day.
For a business of flower delivery, the brand may be interested in seeing the specific types of flowers that are increasing in popularity. This trend can change yearly, and to compare the keywords of two time periods, you will select “Compare”. Then, you will choose to compare the date ranges with the prior period, the same period of the previous year, or you can set a custom date range. You will then see the results in a table, with columns that will show the variation of the two date ranges. You will be able to sort the “Total change” and “percent change” sections to see how these words have grown in popularity. If you would want to only see the keywords that got more than 1,000 searches in the time period, you would filter the results by clicking on the panel for the date range.
You may choose to filter the results by the varying historical statistics, specific keyword idea, or to include/exclude keyword ideas.
To filter by historical statistics, you will see the keywords based on the average number of monthly searches, competition data, or average cost per click.
To filter the keyword by options, you will be able to choose to see keywords that are in use already, those that are already added in the plan, or those that contain adult content. If you do not include quotes around the keywords, you will see ideas that will include both terms, but not in any specific order. If you do use quotation marks around the keywords, you will see the keyword ideas that have both terms in the order that they were added.
After you have built your plan, uploaded or entered your keyword list or lists, you can then get forecasts for those keywords, and then save them to your account.
To do this, you will need to use one of the options found under “find new keywords and get search volume data” within the Keyword Planner. Then, you will need to:
When using Keyword Planner for keyword or campaign forecasts, you will see the overview on the graph and a more detailed forecast within the table. The forecasts will aid you when planning your advertising strategy so that your brand can reach their goals.
To start, log in to your Keyword Planner and you may use any of the sections found under “Plan your budget and get forecasts”.
This is how you will interpret your forecasts:
Sometimes, there will be a dash in a column. You may simply need to enter a cost per click bid to get a number. If there is a dash in the average position column, you may need to increase your cost per click bid to garner enough impressions.
If your forecasts are limited by your budget, you may need to increase your daily budget to get more click and impressions, and you can lower your maximum cost per click bid to reduce the amount that is paid when someone clicks on your ad. This allows your budget to go further to get more clicks.
If your forecasts are low, you may need to increase your click through rate as lower click through rates will predict lower forecasts. You might also need to try different keywords or combinations. Google monitors keywords and search patterns, and a lack of searches for a specific keyword or phrase will result in lower forecasts.
If your traffic forecasts vary from what you are actually getting, it could be due to the newness of an AdWords account. If this is the case, there is no historical data for the Keyword Planner to use. Or, it could be due to your ads running on the display network. The geographic region that you are targeting may also impact these numbers; targeting a small location will lead to results being less accurate because there is less data to base predictions on. Keyword planner does try to account for competing keywords, but if you have the same or similar keywords in different campaigns, you are essentially competing against yourself and may cause forecasts to be less accurate. This cross-campaign competition will not be accounted for within the forecaster. These forecasts are based on 1 week worth of data, and are then averaged to provide the daily forecasts. While daily traffic will vary, you should consider the week's average as opposed to just the average of a single day.
If you are struggling with a low average position, this could be due to your original bid being too low. When you raise the bid, the ad can be shown along with other advertisements before their budget is used. This allows you to gain more impressions but the ad could be shown at a lower position. If you have raised the bid but nothing has changed, the Keyword planner is indicating that the bid is high enough to be shown in the top position when considering all of the factors. If you increase your daily budget, you have the potential for your ad to receive more clicks per day.
From Keyword Planner, click on Review plan. To add more keywords:
Keyword Planner: Get forecasts for campaigns or keywords from your account
Access Keyword Planner when you have at least 1 active Search Network campaign, with manual cost per click bidding enabled to use this feature.
To do this, you will need to:
Now you can modify your bid to see the updated forecast for the new bid. Choose Decrease bids by menu, select your option, and then enter the percent amount that you want to decrease the bid by.
You may also see a forecast of combined campaigns or keywords from the account, along with new keyword ideas. Choose New keywords from the menu, then choose Enter or upload. Once the forecaster has shown up, choose the button for All keywords to see the combined forecasts, on the left hand side.
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