Guide to New Google Keyword Planner

Whether you’re a small business, PPC Manager or Web copywriter – you will have probably found yourself reading about the new Google Keyword Planner. Nobody likes change, but this time we don’t have a choice – it’s time to embrace the new. Here is our guide to Google’s Keyword Planner.

How to Access the Google Keyword Planner

Firstly you will need to create a Google adwords account. You will not need to pay for advertising but it is essential to set up an account first. Once this is active you can log in and select “Tools and Analysis” menu option then “keyword planner”.

The difference between the Google Keyword tool and Google Keyword planner

Firstly, you will need to access it through your Google Adwords account so the interface is a little different and it is generally more targeted toward advertisers. This does not mean however that you have to advertise to be able to use it.

In Google Keyword planner you will only be able to view exact matches on keywords. For instance the average number of searches will be based on how many people have actually typed in those exact keywords. This is opposed to the Google Keyword Tool where the default results showed a broad match for average search results.

The average search for keywords will most likely appear higher using the new tool. This is because you can’t distinguish between devices with the new tool. Whereas you used to be able to view average searches for keywords broken down by device.

It used to be that you could tell Google to show closely related terms to the entered keywords. This isn’t an option any more but it has been rumoured that Google may be bringing this option back.

How does a basic search work?

There are three options to choose from when you use Google Keyword planner.

1 – Search for keyword and adgroup ideas

This is the option to select if you are wanting to perform straight forward keyword research where you will simply enter in your keywords and Goggle shows you the searches based on that. Google will then show you suggested adgroups which are based on your keyword and advertising information.

2 – Enter or upload keywords to see how they perform

If you enter keywords or upload a file with keywords and get details related to ads that you could potentially use based on your chosen keywords. You will be able to see the average cost per click and estimated clicks etc

3 – Multiple keywords lists

Here you will be able to create two lists of keywords and Google comes up with a list of combinations of keywords based on this. A good way of doing this is to have one list that has a list of activities and the other a list of locations that you can partake in them. Google will then match them up to create the most effective combinations of keywords.

Google Adwords – 5 Tips & Tricks

Google Adwords can help you drive a great deal of traffic to your site if you know how to make the most of this advertising system. If you’ve ever wanted to learn more about this marketing program, here are the 5 best tips for using it effectively.

Split Testing

This is a technique used to drastically improve your click-through-rate (CTR) in your ads. Adwords involves writing articles for your site. With split-testing, you would create a new ad campaign and write two ads that were almost identical. However, one of these ads should be just a little different than the other. Leave both ads to do their thing for a fortnight, after this time one of them should be leading the way with its CTR. Change up the one that had a smaller CTR and keep experimenting with it until it can beat the other one. Try to test the ads for a certain period in order to account for audience and day of the week fluctuations. Another variation that you can test the market for is the time of day that your ads are being displayed to viewers. The times in which you display them should have a certain level of impact on how well they perform.

Negative Keywords

Negative keywords can help you create a more highly targeted ad. One example of this would be if you were selling a product and you didn’t want to be charged per-click for the visitors that are looking to get something for free. This is done by putting ‘free’ with a negative sign before it within your list of negative words.

Ask a Question

Adwords results show that people are more likely to click on an ad which asks them a question and seems to offer them an answer. Experiment by making the title of your advertisement a question as a means of catching the attention of the reader, and then by answering the question with a solution in the text of the ad.

Stay Within Your Budget

When you are first deciding on a daily budget, do not overpay! A small budget will allow you to test your campaign without much risk. You can also test more than one campaign for a variety of keywords and learn about what people are searching for on the internet without breaking the bank. A good start-up goal is $20 for the full day, paying less than 50-cents for each PPC – ideally in the 5 to 10-cent range – and don’t increase that amount until you start seeing some sales

Choosing Keywords

Don’t pick as many keywords as possible so you can get displayed as much as you can. You do not want to have so many keywords that are not clicked on that it lowers your CTR and deducts from your quality score. Choose keywords that are highly targeted for your product, site or service, with no more than 20 to start with as more will be added later on. When you first start an ad campaign the main trick is to take things slowly, don’t try do too much too soon, as the ad campaigns prove to be successful, or you manage to alter them so they become successful, then you can start to up the tempo a bit.

Get Good Quality Clicks From Google Adwords

To make sure your advertisement is shown as often as feasible, Google will help your Adwords management by switching on their search partners (massive sites like AOL) and also their content network.

The search partners are usually a nice group to have on board. They are comprised of other search engines which, although they are not ranked as high as Google, still get a respectable amount of traffic.

The content network is another game entirely. Completed correctly, you can get a ton of traffic for a handful of cents per click. Completed wrong, your wallet is emptied in the blink of an eye.

It’s vitally important for your wallet to have a nice process of Google Adwords management.

In case you don’t manage your Adwords campaigns, you’ll break the bank sooner than you expect.

When you first start an Adwords campaign, Google will “advise” you on the cost per click. This is not completed out of the goodness of their heart – it is completed to increase their bank balance at your expense.

Trouble is, they trust Google. And this is instance where that trust is pricey.

As well as adjusting your maximum cost per click, you also need to look at a couple of other settings in your Adwords campaign.

To get your cheap Adwords traffic, switch on the content network and switch on separate bids. Set your maximum click cost for the content network at between 10% and 20% of you regular bids. You’ll start to get cheap traffic from these bids which will help keep your campaign cost down.

To get cheap clicks, you need to set separate bid prices for the content network. The quality of the sites your advertisement is shown on varies enormously. Some of them have been put up with the sole purpose of getting Adsense income. Fortunately, the search engines are doing a better job nowadays at keeping these out of the main search results. lots of the content sites are highly targeted sites, run by enthusiastic owners. Getting your advertisement on these ought to lead to nice quality traffic at a fraction of the cost of the regular search results.

When learning about search engine marketing, there’s a couple of terms you absolutely must know:

Pay-Per-Click (PPC): Pay-Per-Click is a model of search engine marketing that chargers advertisers by clicks, not impressions (the number of times an commercial is displayed). PPC ads are displayed on search engine result pages, affiliate services, & outside sites.

Search Engine Promotion (SEM): Search Engine Promotion describes any promotional method related to search engines, with main branches: Search Engine Optimization (SEO) & Pay-Per-Click (PPC). SEO affects organic search results, while PPC targets sponsored commercial listings.

Other Terms

Call to Action: When it comes to PPC management, bossy is nice. A call to action is a statement imploring visitors to cease reading & start doing. This might include a variety of activities, including purchasing a product, submitting a quote request, or joining an e mail list.

Conversion Rate: The portion of PPC visitors who execute a definite action, such as finishing a sale or requesting a quote. If your clicks are not leading to conversions, there could be a disconnect between your commercial text & the landing page or web-site that users are visiting.

CPC (Cost Per Click): The agreed on amount that advertisers pay PPC engines for every click their ads receive. Different keywords & keyphrases have different CPCs, as determined by industry competition & the Quality Score of each (see below).

CTR (Click Through Rate): The amount of clicks a PPC commercial receives, divided by its total impressions.

Multivariate Testing: Also often called multi-variable testing, this process of commercial comparison takes A/B testing to a whole new level, with the ability to examine multiple variables at a time to generate the ideal combination of factors.

Quality Score: Google AdWords makes use of its Quality Score feature to make definite that sponsored adverts stay relevant to user search results. A higher Quality Score can actually decrease your CPC & increase your ad’s rating & exposure.

ROI (Return on Investment): This statistic calculates the cost-effectiveness of your PPC campaign by dividing the money gained (or lost) by the cost of marketing.