In the tradition of Google’s continued efforts in enhancing the functionalities of existing algorithms, tools, matrices, etc., the search engine giant rolled out the AdWords Keyword Planner to chosen PPC/AdWords accounts in April. But unlike the Google updates tradition, this one went almost unnoticed. It is one of the biggest overhauls Google Keyword Tool ever had and yet it was also the most quiet.
The new Keyword tool – Keyword Planner, was born out of the combination of two existing keyword tools, i.e., Google Keyword Tool and the AdWords Traffic Estimator. The new keyword tool hopes to have a more structured and integrated workflow and many other new features.
The new Keyword Planner will eventually replace both the Google Keyword Tool and AdWords Traffic Estimator in the very near future, and expectedly it will have an impact on the workflow.
Keyword Planner
This is a more focused or directed version of the two keyword tools, which is to make it easier for advertisers to get through the process of creating new ad campaigns and ad groups which is important in kick starting the PPC accounts off to a good start.
Differences from Google Keyword Tool and AdWords Traffic Estimator
Google Keyword Tool was meant to be general-purpose and unstructured. The tool can be used for almost anything including Keyword Research for SEO.
The new Keyword Planner, on the other hand is similar to an ultimate AdWords campaign building workshop. It has a wizard-type interface. The first step is determining the mechanics of creating ad campaigns and ad groups. Out of the three possible paths, you need to pick one:
Search for Keyword and Ad Group Ideas
Google Keyword Tool and the AdWords Traffic Estimator.
When a new campaign in AdWords is created, you rely on Google to provide you with keyword suggestions. The next stage of the Keyword Planner is researching and picking the keywords to be added to your account.
- Filtering keywords from the Keyword Plan. The new Google Keyword Tool has filtering capabilities that can allow you to be really picky with your keywords to be added to the PPC account.
- Setting Targeting Parameters. It’s important to have keywords that make sense for your business. Google allows you to customize the keyword stats and performance such as search network, country, and language.
- List View vs. Grouped View. Keywords may be viewed either in list view or in grouped view.
- Keyword Plan. You can add the promising keywords to “Your Plan” – a temporary storage area for saving interesting keywords and keyword-groupings. The Keyword Planner allows keywords added to Your Plan to be saved while still in the process of looking for keywords. In the two old keyword tools, this saving feature involved separate processes of saving to Google Keyword Tool and copy/paste it as input to AdWords Traffic Estimator. In the new Keyword Planner, the separate processes were integrated into a single process.
- Getting Estimates & Reviewing Your Plan. This involves setting a keyword bid and daily budget for your portfolio of keywords and keyword groupings. To customize your estimates, you need to provide Google with information on budget, bid, location and other competitive factors. Doing so, would maximize the tool’s reach to one’s targeted market.
Enter or Upload Keywords to get Estimates
You can start using your own keyword list – maybe from several years of Web analytics data. If you have this data, it’s better to use this list instead of the generic keyword suggestions generated by the Keyword Planner. When you press the Get Estimates button, the Keyword Planner will generate daily estimates for Clicks, Impressions, Average as position and costs.
Multiply keyword lists to get Estimates
This involves mashing up and multiplying keyword lists. An example would be multiplying a bunch of names of products with colors and word modifiers to arrive at unique keyword permutations. You can mash up a total of three lists and get estimates for the keywords born out of multiplied lists.
Conclusion
Keyword Planner tool supports various workflows for building ad groups and ad campaigns– from generic keywords generated by the tool or based on existing keyword lists and the determination of negative keywords for effective PPC campaign. It provides more solid and consistent user experience by integrating keyword selection, grouping, analysis and filtering aspects of the workflow entailed by keyword selection.
