How you use the Google AdWords Keyword Tool is what will ultimately impact the effectiveness of your Google AdWords campaign. It is the single most important aspect that one needs to master if you want to create an AdWords Campaign that delivers you above industry average results.
In the simplistic form, Google AdWords Keyword Tool helps one to plan and research the most appropriate keywords that should be taken when you are building your first Google AdWords Campaign.
In this article I will give you a step by step guide on how you can effectively use the Google AdWords Keyword Tool when you set up your campaign.
Google AdWords Keyword Tool: What it does
Log on to your Google AdWords Account. Go to Tools>Keyword Planner
Use Keyword Planner if you’re going to run a search based campaign only. Otherwise you need to use the Display planner if you’re looking to run a display campaign on Google.
The Google AdWords Keyword Tool essentially helps the advertisers in better planning:
- You are able to research what keywords you could possibly use in your campaign based on the content of your website or landing page or even your product/domain.
- You can also determine what the average search volume has been for these keywords on Google for the specific geographies that you are targeting.
- You are also able to use to do various ‘what-if’ analysis based on different CPC bids and budgets to see what the possible outcomes could be
Once you are finished with the planning and research, you can simply save it and use it for your campaign directly.
The Google AdWords Keyword Tool has 2 parts to it.
- Finding new keywords and getting the search volume data
- Planning your budget and getting forecasts of your campaign.
The 2nd selection is appropriate if you already have shortlisted the final set of keywords that you want to use and would now like to figure out the various ‘What-ifs”. However if you go by the first route, you will automatically be directed to the 2nd part.
So let’s use the Google AdWords Keyword Tool to plan our first campaign for a fictitious company which is in the business of say Digital Marketing education like www.how2dodigitalmarketing.com is.
Google AdWords Keyword Tool: Using the keyword planner
Step 1: Select Search for new keywords using a phrase, website or category as shown below.
Step 2: Enter the details into the form
- Enter your product or service- in this case Digital Marketing Courses as I offer digital marketing courses
- Enter your website or landing page as show in the visual
- Select the most appropriate product category from the drop down. You can even leave this blank in which case Google will largely search for and find relevant keywords from your landing page or website and basis that will suggest keywords that you could use.
Tip 1: Choose a category and don’t leave this blank.
Tip 2: Often you will find that you may be doing several things and you may need to pull out keywords using multiple product categories and services.
- Selec the geography that you want to target. Follow the instructions that I provided in my Google AdWords: Step-by-Step Guide
- Select the language- Unless you are targeting users searching in different language, select English as your option
- Select Google & Google Search Partners as the option in the next bar.
- Negative Keywords: Negative keywords are keywords that you add to make your final list of keywords more relevant. In this particular example, I would add the word ‘FREE’ as one of the possible negative keywords as I would not want to target anyone who is searching for a free digital marketing course. You can similarly add more negative keywords at this stage or wait until you have set up your campaign and then add the negative keywords into your final campaign
- Similarly, you can use the keyword filter bar to customize your search results to only show you keywords where competition is low, medium or high. A high competative keyword indicates that there are many bidders bidding for the same keyword and henc e you are likely to be paying a higher CPC
Reviewing your Google AdWords Keyword Results
You will next get to see a screen that will show you the historical last 12 month average search volume for the set of keywords that the Google Keyword Tool has found out.
In this particular case , as you can see the category has a high search volume averaging almost 35,000 searches every month on Google across India.
You can even see by various break downs of this data- by location, by device or even by completion.
Tip: Note the importance of Mobile searches. In our blog on SEO, we had touched upon the way Google loves speed and this becomes all the more important when you consider that mobile searches are increasing every day.
The bottom part of the same report gives you keyword wise data points using which you can decide which keyword to add to your plan and which to reject
Notice that I have indexed the keyword by average monthly search volume in descending order. This allows me to pick keywords that meet two important criteria for me if I were actually planning an Google AdWords Campaign
- Relevancy of the keyword to the business that I am doing or providing
- The search volume of that keyword. Given the fact that when I run a campaign on specific keywords, I am only likely to get a percentage of the search volume as actual clicks, it is important for me to select keywords that have reasonably high search volume in order that my campaign objectives of the number of clicks or number of conversions are met.
As you can see in the visual, Google has pulled out various actual search terms based on the data I fed it and showed me what people are searching for and how many of them are using that keyword in their searches every month!
Now we can start adding keywords of our choice into our plan to move to the next stage of using the Google AdWords Keyword Tool
Creating a Google Adwords Keyword Plan
Use the Add to Plan button to keep adding keywords to your plan. Choose your keywords carefully but don’t worry too much. You can still remove the ones that you don’t want in the next stage.
Once you have added the keywords that you want , click on Review Plan and you will get to see a screen that looks like this and which now allows you to do various ‘what-ifs’ to and see various performance forecasts based on your price bid and your daily budget
Playing What-If Scenarios on your Google AdWords Keyword Tool
Lets see what would be the impact on performance for 2 possible scenarios
- I use a bid price of say $0.5 ( INR 50) per click or per CPC and a daily budget of say $10 (INR 650)
- I double the bid price to say $1 ( INR 100) per click and increase the daily budget to $15 (1000)
Scenario 1 would look something like this now.
Scenario 1 with a bid price of price of $0.5 ( INR 50) per CPC and a daily budget of say $10 (INR 650) would possibly generate me approximately 880 clicks , at an average CPC of INR 22.43 ($0.33) with an average position of 4.10
The average position tells me that my text add will be largely be at the bottom of the page in most cases and in some cases it might be the 4 ad from the top of the page. In India there are usually 8 ads shown on each page – 4 at the top and 4 at the bottom while in the US it’s likely to be only 6- 3 at the top and 3 at the bottom.
The performance forecast also tells me that my likely spend to get 880 clicks would be approximately INR 20,000 or $ 295 per month.
Now let’s look at scenario 2 where I double the bid price to $1 (INR 100) per click and increase the daily budget to $15 (1000)
Despite increasing the CPC bid and the daily budget the actual number of clicks I will get has actually dropped down to 581 clicks at an average CPC of INR 52/- ($0.77) and a monthly budget has gone up to INR 30,000/- ($447). My add position has improved however to rest at a position of 3.38. This has happened because I am now over bidding against competition to get a higher add position.
Why has this happened? This has happened largely because while I have dramatically increased by bidding price, I have not correspondingly increased my daily budget. Hence too few money is chasing after much higher clicks and as a result I am generating lower number of clicks at a much higher cost. I can offset this by increasing my daily budget to a much higher amount.
The Google AdWords Keyword Tool helps you do various what-ifs like this to help you figure out the best and optimal spend and bid pattern that will give you the highest number of clicks at the best daily budget.
You can adjust the bar which is visible against the grey area in the visual to find the sweet spot.
You can also view the performance not just at the holistic level but at the keyword level. Click on the tab that says Keyword and you will see a detailed keyword wise report like this
The report shows for each keyword that has been selected with the same price bid , the number of clicks one is likely to get , the cost one is likely to incur every month , the average CPC and the position of your add on the page for that keyword. As one can see the top 3 keywords account for almost 80% of the total number of clicks
You can further do optimization at this stage in 2 levels :
- Changing the bid price for keywords that you are possibly bidding too high at for example the keyword “ social media course” , you could possibly reduce the price bid and still get the same amount of clicks and thus save money
I have reduced the bid price of 3 keywords and helped reduce spends by almost 10% without much discernable loss in number of clicks. Make use of this functionality to keep optimizing your keyword plan until you get the right mix of bid price for each keyword.
The second thing you can do is to can look at how your clicks will get impacted if you change the keyword match type. The Google AdWords Keyword Tool always shows the results as per a broad match. A broad match is likely to give you higher clicks but may not be suitable for all businesses and services. You could experiment with a phrase match or an exact match to see how the number of clicks will vary.
Let’s see what the impact on the number of clicks will be for the keyword selected when we change from the existing broad match to a Phrase Match.
You can see that when the keyword was changed from a broad match to a phrase match, the number of clicks dropped drastically from 516 clicks to a mere 78 clicks! As a business manager one has to decide whether a broad match is more suitable for your Google AdWords campaign objective or a phrase match as the number of clicks can be dramatically impacted depending on what is chosen. On an exact match, the number of clicks is even more likely to fall.
Once you have figured this out, you can simply save the plan to your account by clicking the button on the top right – SAVE TO ACCOUNT. This will automatically save the keywords that you have selected as well as the bid price that you have set and help you launch your campaign faster.
Using the Google AdWords Keyword Tool as mentioned earlier is the most important part of the planning process that goes into creating an AdWords Campaign. The more time you or your agency spends on this crucial aspect of the campaign, the surer you are that you’re AdWords campaign is in safe hands
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