Choosing The Right Keywords To Use


Are you familar with Keyword Planner? The AdWords Keyword Planner is an incredibly useful and powerful từ khóa research tool, built into lớn the AdWords interface, that combines two of the most popular former Google Ads tools, the Google Keyword Tool & the AdWords Traffic Estimator, and adds lớn it a wizard-like integrated workflow to lớn guide users through the process of finding từ khóa for creating new Ad Groups and/or Campaigns.

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You"ll find the AdWords Keyword Planner under "Tools & Analysis."

In this article, you"ll get a complete rundown of all the features available in Keyword Planner plus tips on how lớn use Keyword Planner for your own từ khoá retìm kiếm for SEO, PPC and other sale campaigns. Let"s go!

Getting Started With AdWords Keyword Planner

The AdWords Keyword Planner supports three key use cases:

Search for keywords & ad group ideasEnter or upload keywords lớn get estimatesMultiply từ khóa lists to get estimates

The functionality is exposed via a wizard-lượt thích interface, as shown here:


AdWords Keyword Planner functionality.

Searching for Keyword và Ad Group Ideas Using Keyword Planner

Adding từ khoá to lớn your trương mục based on Google suggested keywords is the primary use case. The Keyword Planner (illustrated below), provides a robust keywords workbench for researching và picking keywords khổng lồ add khổng lồ your AdWords trương mục.


AdWords Keyword Planner User Interface.

Using the Keyword Planner Tool you can:

View từ khóa statistics and performance estimates: Specify targeting options that you select such as country, language & search network to lớn inform your từ khóa estimates.Filter keywords: You can narrow your từ khóa danh sách based on various criteria, such as average CPC và average monthly tìm kiếm volume. You can also include or exclude từ khoá containing specific terms, và exclude từ khóa that are already in your AdWords trương mục.

Please note that AdWord"s Keyword Planner returns exact match tìm kiếm traffic. For phrase & broad match tìm kiếm traffic, try these Google Keyword Planner tips.

List View vs. Grouped View và “Your Keyword Plan”

Keywords in the Keyword Planner appear either in list view or in grouped view, which is sort of analogous lớn the concept of keywords niches và từ khoá lists that we’ve long supported in’s own từ khoá tools.

Additionally, you can add individual từ khóa or từ khoá groupings khổng lồ “Your Plan,” which is sort of a temporary storage area for saving interesting-looking từ khóa và keywords groupings for later.

The Keyword Planner maintains state for the duration of your session – từ khóa that you add are saved while you’re in the process of looking for từ khóa.

Finally, when you’re done finding từ khoá, cliông chồng on the “Get Estimates và nhận xét Plan” button.

Getting Estimates và Reviewing Your Keyword Plan

The next step of the Keyword Plan process involves setting a từ khoá bid và daily budget for your portfolio of keyword và từ khóa groupings. 

Since keywords volume và CPC bid estimates vary wildly based on your budget, bid, location, and other factors, it’s important that you provide Google with some information khổng lồ customize your estimates.

For example, you could enter in a bid of $40 and a daily budget of $1,000.00 & based on those settings, the Keyword Planner will generate detailed daily estimates for clicks, impressions, average ad position, & costs, as shown here.



Google Keyword Suggestion Tool.

When you press the Get Estimates button, you’ll be brought to the same từ khoá workbench area; the only difference is that you’ll be looking at your own từ khoá danh mục, rather than the generic keyword suggested via the Google Keyword Tool.

Multiplying Keyword Lists Using Keyword Planner

A completely new feature in Keyword Planner which isn’t available in either the existing Google Keyword Tool or AdWords Traffic Estimator tools is the ability khổng lồ mash up & multiply từ khoá lists. For example, you might want to multiply a bunch of names of cities và towns with different action words to lớn come up with all the different từ khóa permutations, as shown here:

Multiplying Keyword Lists Using Keyword Planner.

You can add up to 3 lists to lớn mash up, and clicking on the Get Estimates button brings you khổng lồ the same keyword workbench area.

5 Top Keyword Planner Tips

The Keyword Planner is an amazingly powerful tool for marketers, but as with any tool, it takes skill and experience lớn use effectively. Whether you’re just getting started with từ khóa retìm kiếm or you’re a seasoned PPC marketer, the following Keyword Planner tips will help you get the most out of this versatile tool.

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1. Compare Keyword Volume Changes Over Time

Seasonality is a major factor in PPC and paid social advertising. Trending topics, newsworthy events và discussions, và seasonal từ khoá can all vary widely in volume depending on the time of year, và the Keyword Planner allows you to lớn compare từ khoá tìm kiếm volume across two time periods, such as seasonal keywords from the previous two holiday seasons.

Compare keywords sets across time periods with Keyword Planner.

This information can be invaluable when launching seasonal or time-sensitive sầu campaigns, so be sure lớn evaluate whether last year’s hotthử nghiệm keywords are similarly popular before you bid.

2. Use Competitive sầu Intelligence khổng lồ Identify Keyword Themes

Sometimes, the most valuable từ khoá retìm kiếm data comes from our competitors. You can use the Keyword Planner to lớn identify potential keyword topics by entering the website of your competitors và searching for keywords by theme.

Simply enter the URL of the site you wish to evaluate, then look at the results:

Identify themes with Keyword Planner.

If you were in a similar business as Buffer, this would be a great place khổng lồ start when identifying new areas to focus on in your PPC và paid social campaigns, or when searching for potential new ad groups.

3. Use Wikipedia as a Starting Point for Keyword Research

Nobody toàn thân knows your business better than you – with the possible exception of Wikipedia.

When conducting từ khoá research for a new campaign, leverage the power of the Keyword Planner & the wealth of information offered by Wikipedia to lớn find new keywords ideas.

Let’s say you’re in the logistics management business. You want khổng lồ identify potential new từ khóa lớn bid on in AdWords, & you feel lượt thích you’ve sầu found, and subsequently bid on, all the terms that are relevant lớn your business. To check khổng lồ see if you’ve sầu missed any potentially valuable từ khoá, enter the relevant Wikipedia page inlớn the Landing Page section of the Keyword Planner:

Keyword ideas within AdWords" Keyword Planner.

This technique can also yield valuable insight inlớn the intent behind some of the keywords that are relevant to your business. For example, you could offer educational nội dung that explains “what is supply chain management”, or write a blog post that explains the responsibilities of a “supply chain manager”.

However you choose khổng lồ use it, this tip can be extraordinarily useful to marketers of all disciplines.

4. Visualize Mobile Traffic Trends

Device segmentation is crucial in today’s multi-device, always-on world. However, merely knowing how much of your total traffic comes from sản phẩm điện thoại isn’t enough – you have to lớn know which từ khóa are proving popular with điện thoại searchers so you can bid appropriately.

Take the example below, for the keyword “24 hour locksmith”:

Visualizing traffic across months and devices using Keyword Planner.

As you can see, sản phẩm điện thoại volume for this từ khóa is almost double the desktop tìm kiếm volume for this term. This strongly signifies the intent behind this tìm kiếm, as the vastly larger sản phẩm điện thoại tìm kiếm volume suggests that people are searching for 24-hour locksmiths from their sản phẩm điện thoại devices as they may have sầu been locked out of their home page. As such, you’d want to structure your bidding strategy accordingly khổng lồ account for the disparity between thiết bị di động và desktop tìm kiếm volume.

5. Go Beyond Competition Data by Exporting Keyword Planner CSV Files

When evaluating the competitiveness of keyword, the Keyword Planner helpfully offers some guidance on how competitive sầu – và, therefore, potentially expensive sầu – certain keyword are. However, this isn’t as helpful as it sounds, as there are only three levels of competitiveness offered within the Keyword Planner: Low, Medium, or High. This is great if you only need a cursory glance at how competitive a keywords is, but if you need more accurate data, you’ve sầu got to lớn get creative.

To see exactly how competitive sầu a từ khóa is, export the search data from Keyword Planner as a CSV tệp tin that can be opened in a spreadsheet application. Once you’ve done this, you’ll notice that the Low, Medium, & High competitiveness data has become a numerical value between 0 & 1, as shown below:

Calculate keywords return by exporting data as a CSV file.

Based on this number, we can calculate which keywords offer the greademo potential return by using a simple calculation.

In the example above, you’ll see that the từ khoá “using social media for business” has a competitiveness score of 0.9 – very high in comparison lớn some of the other terms in this report. We can also see that the average monthly tìm kiếm volume is 390, và that the recommended bid is $26.85. With these figures, we can apply the following formula:

390 x 26.85 / 0.9 = 11,635

Using this calculation, the higher the over figure, the greater the potential return offered by that từ khóa. This can be remarkably useful if you’re bidding on similar terms, or need lớn know with more accuracy how competitive keywords might truly perkhung.

Summary: The AdWords Keyword Planner

The Keyword Planner tool supports various workflows for building ad groups và ad campaigns either starting from scratch, or based on your existing lists, & provides a more cohesive sầu user experience than previous AdWords từ khóa tools by integrating the từ khoá selection, keywords grouping, từ khoá analysis & filtering aspects of the từ khóa selection workflow. I"m a big fan!