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Keyword Planner: Google's tool to search for keywords

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Keyword Planner: Google's tool to search for keywords

Keywords play a very important role for search engine advertising (SEA), as well as for web search engine optimization (SEO). Both disciplines of online marketing (SEM) are particularly successful when they focus on those search criteria that best fit your web project. Focusing on the right set of keywords not only allows you to correctly position your ads but also the web. At the same time, the probability of reaching the user increases, since you will be offering what they are looking for..

To simplify your search for the best keywords, the Google AdWords Keyword Planner is a helpful tool. It offers excellent features with which you can complete or refine your keyword list and, best of all, completely free.

What's behind the Google Keyword Planner?

In 2013, Google introduced Keyword Planner, its free keyword search service that would replace its predecessor Google Keyword Tool. However, unlike its predecessor, the Keyword Planner is not a standalone tool, but is integrated into the Google AdWords ad service. For this reason, it is linked to the use of a Google account . Although some functions have changed, the tool is still free, an aspect that has remained intact since its inception. While the keyword planner only allows a search with the "exact" type of match, the Google tool allows you to delimit the search volume with options such as city or region..

Regardless of the changes, the raison d'être of Google's keyword search tool remains the same: to support the user in planning and designing AdWords campaigns. The process is made up of four steps:

  1. Search for new keywords
  2. See search volume and trends
  3. Create keyword combinations
  4. Forecast clicks and costs

As a consequence of the fact that the first three points revolve around keywords, the Keyword Planner becomes a basic tool.

Generate new keywords

Finding new keywords with Google's Keyword Planner is simple: just click on the? Tools? Tab. from your Google AdWords account and select the keyword planner. Then, in the drop-down menu select the option? Search for new keywords using a phrase, website or category ?, where different boxes will be opened for the specific search of keywords. As the names of this element indicate, here you can see keywords based on the product or service you offer, the URL of your website or the corresponding category. The combination of several inputs is possible. However, we recommend that you check that the information obtained is adapted to the needs of your web project in order to generate the most relevant keywords..

Additionally, it is possible to customize your search by segmenting, for example, based on the following criteria:

  • Your geographical location (country, city, region, etc.)
  • Target language
  • Additional search networks that can be included
  • Those keywords that should be included or completely excluded from the search
  • A period of time
  • An individual keyword filter

Once you click on? Get ideas ?, the keyword planner makes a detailed summary composed of user statistics and forecasts of the main competitors, as well as new keyword proposals that can be downloaded as a CSV file or stored in Google Drive.

What information does the Keyword Planner provide?

In addition to the ability to generate and combine new keywords (in the box:? Combine keyword lists to get new keywords?), The keyword planner is very useful due to the comprehensive statistics and forecasts for the marketing of search engines. Perhaps one of the biggest advantages compared to some comparable competitors is that the data comes from Google's own database and therefore reflects the search behavior of Internet users much better than data would. compiled by external providers. The following table indicates the meaning of the different values ​​and the predictions presented in a keyword planner analysis:

Average monthly searches Specifies the average number of users who performed a certain search within the selected time period. These results are rounded.
Competition The total number of advertisers per keyword. It is set relative to all Google keywords to determine competitiveness. The options are? High ?,? Medium? or? come down ?.
Suggested bid These values ​​predict the amount offered per click for the desired keyword. Similar advertisers are analyzed for this.
Percentage of ad impressions (Ad Impressions) Indicates the percentage of possible impressions of the ads, that is, the average number of times an ad appears on the search results pages. The value corresponds to the number of impressions obtained in practice divided by the estimated number of potential impressions.
Percentage of organic impressions Specifies the frequency with which a web page was ranked in search results as a result of a query with one of the keywords. To use it, you need to link Google Search Console with your AdWords account.
Average organic position Shows the average position of a web page in organic results. It also requires linking your AdWords account with Google Search Console.

If the Keyword Planner is used as the basis for a SEA campaign with AdWords and it is intended to obtain a performance forecast in clicks and costs, you will also find the following terms:

Clicks Shows the number of clicks an ad would generate per day if the chosen keyword were used.
Print (Impressions) Number of impressions per day.
Costs The average price per day to use that keyword.
CTR (click rate) This value indicates the number of impressions that were converted to clicks.
Possible position Shows the possible position of the ad in search results.
Average CPC (Cost per Click) Specify how much a click would cost on average.  
Maximum CPC Specify the maximum price for a click.
Conv. (Conversions) Estimate the number of conversions your ad is generating. The prerequisite is that the conversion has been defined and your conversions are properly tracked.

How to consult the information

In addition to the standard screen showing monthly search trends as a bar graph, there are other types of views that provide additional information on the potential of selected keywords. For example, if the option? Mobile trends? it is possible to view the percentage of searches that have been carried out using a mobile device. Other additional configuration options are:

  • Breakdown by device: shows a graph with percentages on the average monthly search for a certain keyword made from three types of devices: tablets, smartphones and desktops.
  • Breakdown by location: allows you to determine the places from where the searches were made, whether they are countries, cities or regions, thus showing regional trends.
  • Account or Plan Coverage - Contains suggestions for newly generated keyword ideas and your average traffic.
  • Comparison with competitor domains: compare the percentage of impressions of the own website with the domains of the main competitors. These results are calculated based on the auction of your ads.
  • Comparison with the domains of the market leaders: the percentage of impressions of the own website is compared to that of five high authority domains.

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