The New Keyword Planner Tool in Google Adwords
Google Adwords has replaced the keyword research tool that so many SEO professionals came to take advantage of and is now offering what is fundamentally known as the Keyword Planner.
According to Google, the new Keyword Planner incorporates the functionality of Keyword Tool & Traffic Estimator into an easier to use interface that will make is easier to plan search campaigns.
Unfortunately, for those who have grown accustomed to using the individual features of the old Keyword Tool, getting acquainted with the Keyword Planner may seem like a daunting task—but it’s a necessary one!
Accessing Keyword Planner
One key difference between the old Keyword Tool and the new Keyword Planner is that users must now be registered and have their own Adwords account in order to gain access to the tool.
While this isn’t a big upset for most SEO professionals as the majority tend to already have their own access to Adwords, it can pose a minor hiccup in the process for those who are not registered Adwords users.
Fortunately, signing up for an Adwords account is simple and relatively painless.
Using the Keyword Planner
Much like the old Keyword Tool, the Keyword Planner provides a place where you can enter your research keywords.
Depending on what type of search results you are looking for, you may choose one of two options when you enter keywords into the search field: Ad group ideas or Keyword ideas. Each tab provides you with a different list of keywords.
- Ad Group Ideas list offers keywords grouped by categories and is the ideal function to use if you’re searching for keywords to be used in an Adwords campaign.
- Keyword ideas provide a broader list of potential keywords similar to the old Keyword Tool. This is the ideal function for planning out an SEO campaign from scratch.
Once you’ve logged into Adwords and entered keywords into the Keyword Planner tool, you can choose to research based on three sectors:
- A particular product or service
- Your own landing page (or the landing page of your competitor)
- Your product category
Understanding the New Results
A few things have changed in the results reporting process with the Keyword Planner versus the old Keyword Tool.
Global and Local monthly searches are now combined to provide a total called Average Monthly Searches. This number may seem significantly higher than previous research data and that’s because not only is the information being combined, but also because the new Keyword Planner includes traffic that is coming from mobile devices such as smartphones, tablets and other means of technology. This is another key change that has taken place with the advent of the new Keyword Planner and one that search marketers will have to get accustomed to.
Local Keyword Research with Keyword Planner
The targeting section of the Keyword Planner provides a number of options to assist in narrowing down a typical search and using it to your advantage. Here you can choose a geographic location for research to take place.
By clicking on the Targeting section, you can easily narrow down your keyword results based on a country, city or region. This feature also provides options to narrow research based on a spoken language, search engine or various other elements.
Broad, Exact & Phrase Match Results
The new Keyword Planner still provides the option to tailor your keyword research to include broad, exact of phrase match results, but they’ve put the information on the opposite side of the screen so you may overlook it at first.
To the far right side of the search data you will see a pencil icon, this drop-down menu displays the various match options that you have to choose from including:
- Broad in which keywords may have been typed in any order
- Exact in which keywords are typed in exactly how they appear
- Phrase in which keywords were used in a phrase including other words
Organizing Keyword Lists
Overall, the general consensus on the new Keyword Planner is that it will provide greater flexibility to research keywords, especially using geotargeting and location based measures more accurately. While it will take some getting used to for the average SEO professional, the new tool provides a fine-tuned design that organizes keyword lists more accurately and efficiently than ever before.
Try it out for yourself and let us know what you think.