Choosing The Right Keywords To Use


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

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

In this article, you"ll get a complete rundown of all the features available in Keyword Planner plus tips on how to use Keyword Planner for your own keyword research 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 keyword and ad group ideasEnter or upload từ khoá to get estimatesMultiply từ khoá lists khổng lồ get estimates

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


AdWords Keyword Planner functionality.

Searching for Keyword and Ad Group Ideas Using Keyword Planner

Adding keyword khổng lồ your tài khoản based on Google suggested keyword is the primary use case. The Keyword Planner (illustrated below), provides a robust keyword workbench for researching & picking từ khoá to lớn add khổng lồ your AdWords account.


AdWords Keyword Planner User Interface.

Using the Keyword Planner Tool you can:

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

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

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

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

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

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

Finally, when you’re done finding từ khóa, cliông xã on the “Get Estimates and Reviews Plan” button.

Getting Estimates & 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 từ khóa và keywords groupings. 

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

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



Google Keyword Suggestion Tool.

When you press the Get Estimates button, you’ll be brought khổng lồ the same keyword workbench area; the only difference is that you’ll be looking at your own từ khóa danh mục, rather than the generic keywords 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 và multiply từ khóa lists. For example, you might want to lớn 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, và clicking on the Get Estimates button brings you to the same keywords 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 to lớn use effectively. Whether you’re just getting started with keywords research 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 và paid social advertising. Trending topics, newsworthy events & discussions, & seasonal từ khóa can all vary widely in volume depending on the time of year, và the Keyword Planner allows you khổng lồ compare từ khoá search volume across two time periods, such as seasonal từ khóa from the previous two holiday seasons.

Compare từ khóa sets across time periods with Keyword Planner.

This information can be invaluable when launching seasonal or time-sensitive campaigns, so be sure to evaluate whether last year’s hotchạy thử keyword are similarly popular before you bid.

2. Use Competitive Intelligence khổng lồ Identify Keyword Themes

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

Simply enter the URL of the site you wish lớn 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 lớn start when identifying new areas lớn focus on in your PPC & 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 retìm kiếm for a new campaign, leverage the power of the Keyword Planner and the wealth of information offered by Wikipedia khổng lồ find new từ khóa ideas.

Let’s say you’re in the logistics management business. You want to lớn identify potential new keywords khổng lồ bid on in AdWords, và you feel lượt thích you’ve sầu found, & subsequently bid on, all the terms that are relevant khổng lồ your business. To kiểm tra to see if you’ve missed any potentially valuable từ khóa, 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 từ khóa 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 to lớn 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 thiết bị di động isn’t enough – you have to lớn know which keyword are proving popular with di động searchers so you can bid appropriately.

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

Visualizing traffic across months và devices using Keyword Planner.

As you can see, Mobile volume for this keyword is almost double the desktop tìm kiếm volume for this term. This strongly signifies the intent behind this tìm kiếm, as the vastly larger di động search volume suggests that people are searching for 24-hour locksmiths from their điện thoại devices as they may have sầu been locked out of their trang chủ. As such, you’d want to lớn structure your bidding strategy accordingly to account for the disparity between Smartphone và desktop tìm kiếm volume.

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

When evaluating the competitiveness of từ khoá, the Keyword Planner helpfully offers some guidance on how competitive sầu – and, therefore, potentially expensive – 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 sầu a từ khóa is, but if you need more accurate data, you’ve sầu got khổng lồ get creative sầu.

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

Calculate keywords return by exporting data as a CSV tệp tin.

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

In the example above, you’ll see that the keywords “using social truyền thông media for business” has a competitiveness score of 0.9 – very high in comparison khổng lồ some of the other terms in this report. We can also see that the average monthly search volume is 390, and 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 end 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 to know with more accuracy how competitive sầu keyword 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, and provides a more cohesive user experience than previous AdWords keywords tools by integrating the keywords selection, từ khóa grouping, keyword analysis & filtering aspects of the keyword selection workflow. I"m a big fan!