Google’s Keyword Planner has been the go-to keyword research tool of PPC management professionals for many years now. The recent rebranding of the Google AdWords platform as Google Ads has brought some changes to the Google Keyword Planner. Here are some tips to get you started on using the new, shinier, better version.
Access with Inactive Account
The first thing you need to start using the Keyword Planner tool is a Google Ads account. You don’t have to run active campaigns or ads to access this tool for free. PPC management professionals recommend pausing the first ad campaign after it is set up so that it doesn’t cost you money. You will need to provide payment details to access the Keyword Planner tool but you won’t be charged if you don’t run active ads.
Benefits of Having an Active Account
White label PPC management professionals believe that having an active ad account allows you to access more data via the Keyword Planner. One solution is to run low-risk, low-cost campaigns and enhance account activity so you can access more Keyword Planner data. Another strategy is to use the Keyword Everywhere browser extension on your Google Chrome or Firefox browser that will allow you to get search volume data in Keyword Planner results.
Scan Own Website and Competitor Websites
Getting started with keyword research using the Keyword Planner tool is much simpler now. There’s only one search box for seed keywords or URL. White label PPC management experts recommend getting Keyword Planner to scan your website as well as competitor websites. By scanning your own website, you can see search volumes for your branded keywords. You can use this information to develop low-cost, brand keyword focused PPC ads.
Refine Keyword Lists
According to PPC management agency experts, the new version of the Keyword Planner offers some great filters you can use to manipulate keyword list quickly. Filtering options are available under the filter icon that’s located above columns. You can use filters to refine a keyword list by topic, search volume or find keywords that match your budget.
Use Filters to Tighten Targets
Use the text filter to eliminate keyword suggestions that are not exactly spot-on. You should also use the Location, Language and Network filters to match your advertising preferences. These filters are found beneath the Google Ads menu bar. In the new Keyword Planner version, you can only access data for one language at a time. Location targeting is a powerful feature that allows you to access location-specific keywords data.
Export Keywords for Further Research
There’s a nifty ‘Download Keyword Ideas’ button that allows you to export keywords from the Keywords Planner tool. You can export particular keywords or the entire list. Exporting and cross-referencing with your other keyword research is a good strategy to follow. If you’re using the Keywords Everywhere browser extension, you can export all keyword suggestions to the Keywords Everywhere interface.
Create Ad Groups on Your Own
In the new Keywords Planner version, you can create your own ad groups. All you have to do is select the keywords you want to add – a blue band will appear at the top of columns from where you can add keywords to your plan. If you want, you can add match type for your keywords – this way you can understand how to match type will impact ad spend, clicks and conversions.
Use it For Forecasting
You can use the Google Keyword Planner as a forecasting tool for future PPC efforts. Forecasting can be done by adding keywords to your plan or going straight to the forecasting tools. You can adjust various settings such as max CPC, location, language, device, and network to evaluate how they impact performance.
The new Google Keyword Planner is definitely an upgrade from the older version. However, suggestions and forecasts provided by this tool should be a starting point for keyword research and not the sole focus. For more keyword research strategies, get in touch with your go-to PPC management agency in the UK!