The Google Ads program is most popular for those who want to pay for advertising within the search engine. Its additional tools and functions, like the Adwords Keyword Tool or Planner, can help you with a variety of marketing goals and campaigns, both inside and outside of Google Ads. Learning how to generate and interpret the provided data can make it easier to take the information from the program and apply it to other areas of your business.
Google Ads is an online advertising program for businesses to promote products and services within Google Search, YouTube, and other sites in the Google family and across the internet. Before 2018, the program operated under the names Google AdWords and Google AdWords Express. The change came as part of the company’s rebranding efforts but didn’t change the features or functionality of the program.
Google Ads allows advertisers to set goals for each of their campaigns and customize budgets and targets while having the freedom to start and stop ad viewership at any time. This program may help with your content promotion strategy.
Google Keyword Tool, or Keyword Planner, helps advertisers research keywords for their Search campaigns. Search campaigns are one type of marketing available in Google Ads. They allow marketers to place ads across the Google Search Network to show ads to people actively searching for similar products and services. The tool lets marketers discover new keywords that relate to their industry or company. It also shows the estimated number of searches the keywords may appear in and the cost to target those words or phrases. Google Keyword Planner provides an alternative way to create Search campaigns.
Like most other Google services, both Google Ads and Keyword Planner are free to use with a Google Account. To register, you need an email address and website for your business. You also need to create a Google account or use an existing one to log into the services. You must have a Google Ads account to use Keyword Planner.
You can use both Google Ads and Keyword Planner for multiple purposes. These include research, metrics, and planning. Some highlights of using the tools across your marketing efforts include:
Benefits of using Google Ads include:
Benefits of using Keyword Planner include:
There are two methods you can use to sign up for Google Ads: Smart Mode and Expert Mode. In Smart Mode, you have to create your first campaign upon registration. In Expert Mode, you can choose to set up your account with or without creating your first campaign. To use Google Keyword Planner, you must use Expert Mode. The tool is unavailable in Smart Mode. Use these steps to sign up in Expert Mode:
To switch an existing Google Ads account to Expert Mode to use Keyword Planner, follow these steps:
Google designed Keyword Planner with pay-per-click (PPC) advertisers in mind. This means that it has many features that do more than just help you research and compare keywords for your campaigns and search engine optimization (SEO) practices. Use these steps to learn how to use Keyword Planner to find keywords for more than just your PPC campaigns:
Log into your Google account and click the wrench icon in the top toolbar. From the drop-down menu, choose “Keyword Planner.” There are two tools within the planner called “Discover new keywords” and “Get search volume and forecasts.” You can use either to generate ideas.
Both tools in Keyword Planner can help you create a list of thousands of keywords for your campaigns and content. Let’s explore both tools in more detail:
As the name suggests, you can use this tool to find new keywords. The search bar asks you to “Enter products or services closely related to your business.” The results you get from Keyword Planner directly relate to the information you enter. It’s important to be strategic about your input so you get the most valuable output. There are two options within this tool:
After choosing one of these options and entering the required information, click “Get Results” to retrieve your list of keywords.
This feature is most useful if you have a long list of keywords to source and investigate their search volume. It doesn’t generate any new keyword ideas. To use it, copy and paste your list of keywords in the box. Separate individual terms by comma or put them on different lines. You can also upload a file with your keywords. Click “Get Started” to retrieve the average monthly searches, competition, and search forecast for the terms you entered.
No matter which tool or form you choose, they all lead you to the Keywords Result page. This is the page where you can filter the list into smaller groups for better analysis. Understanding the information available to you on this page can help you decide how and where to filter your results to get the best keywords for your content. The fields and data include:
Now that you have a comprehensive list with a lot of information, you can choose which keywords to use to optimize your content, ad campaigns, and other marketing projects. If you’re using the tool simply to generate content topics for SEO, consider focusing on information from the search volume, competition, and organic impressions and positioning when analyzing data.
High search volume means more people look for that information online, and there’s a good chance they can find you through keyword targeting. Medium search volume may also be helpful because people are searching for those terms, but there might be lower competition to help your content stand out. Organic information can tell you how well you might target these areas without paying for additional space.
Use these tips to help you make the most out of your experience with Google Ads and Keyword Planner:
When you’re looking at the average monthly search data, keep in mind that seasonal keywords may skew at different times of the year. For example, there may be a high search volume for the keyword “Halloween infographic” in October, but a low one in June. It’s important to watch this because it can affect the average result. If you’re looking for seasonal keywords, consider adjusting the date range to get a better idea of how it performs at different times of the year rather than through all 12 months.
In the default version of the keyword spreadsheet, you can only see a range for the average monthly search volume. While this gives you an idea of which keywords are most popular, with ranges like 10-100 and 100-1K, you might want a more specific number to help choose your list. To get a more accurate number, use these steps:
The forecasting panel on the next page tells you the exact number of impressions per month instead of a range.
Using the “Start with a website” option under Discover New Keywords and searching for a competitor’s site may give you a brand new set of keywords that you never thought to include in your campaigns. This can help you get around some of Keyword Planner’s flaws, which include providing only the most closely related suggestions to what you enter or the same keyword pool as all other similar users. Because you can use any URL for this function, you have a variety of sources to choose from to pull new keywords, including:
Keyword Planner through Google Ads gives you another option for free keyword generation and planning. This can help your content marketing and allow you to reach more customers and create more conversions with less strain on your budget.
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