To help streamline the process of creating effective keyword lists, Google has launched the new Keyword Planner, a combination of the old Keyword Tool and Traffic Estimator. The goal of this guide is to highlight the new features of the Keyword Planner to help you create rock solid keyword lists.
The New Interface
3 Input Methods
The first new feature in the Keyword Planner is the choice of 3 different keyword input methods.
Search for Keyword and ad group ideas
The first option is similar to the old tool, where you can look for new keyword/ad group ideas based on product/service, URL, or product category.
You’ll also see targeting options (location, language, network, negative keywords) and other customization options (keyword filters, keyword options, include/exclude) to further refine your keyword/ad group lists.
Enter or upload keywords
New to the Keyword Planner is the ability to add a list of keywords to the tool to get volume and traffic estimates. You can manually enter your keywords into the field (Broad Match, “Phrase Match”, and [Exact Match]), or you can upload your keyword list as a CSV.
You can also target your keywords by location, network, and negative keywords.
Multiply keyword list
The Multiply Keyword function allows you to save time by combining keywords so you don’t have to manually. By default you can create 2 separate lists and the Planner will automatically combine each keyword in List 1 with the keywords from List 2. You also have the option of using a third list to get even more keyword variations.
Like the previous methods, you can also filter by Location, Network, and Negative keywords.
The left side of the screen is where you find the targeting/customization options for your keyword/ad group ideas similar to the previous page. But new to the Keyword Planner is the ability to search for keywords based on specifics regions, like Province/State, or City. This has huge implications for local search as you can see exactly what your local customers are searching for and can tailor content/ad groups to those searches.
“Your Plan” is new to the Keyword Planner and acts as a playbook to create and organize potential keywords/ad groups. “Your Plan” also shows your estimated performance statistics based on a potential bid/daily budget. You can then click on the “Review Estimates” button to take you to the Traffic Estimator where you will get detailed projections for metrics like clicks, impressions, avg. position, cost, CTR, and avg. CPC.
You can even download “Your Plan” as a CSV and export it into another program to create detailed keyword research reports.
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You no longer have the choice of which metrics you want displayed, but are given 3 metrics; avg. monthly searches, competition, and avg. CPC.
Unfortunately with the new tool you can only have one match type selected at a time and can only get search volume estimates for [Exact Match] keywords.
You can now also view the 12 month trend for any keyword to see seasonal effects to help create seaonsally themed ad groups.