an intro to google ad words keyword planner tool

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USING THE NEW GOOGLE KEYWORD PLANNER TOOL Jon Parks, Lead Dijital Strategist, Dijital Farm October 4, 2013

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Are you familiar with the new Google AdWords Keyword Planner tool that replaced the old Keyword Tool and Traffic Estimator? I delivered a Webinar on Friday, October 4 for ASPE ROI providing an overview of the new Keyword Planner and presenting 5 "keys" to success with this new tool to help you manage your AdWords campaigns.

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Page 1: An intro to google ad words keyword planner tool

USING THE NEW GOOGLE KEYWORD PLANNER TOOL

Jon Parks, Lead Dijital Strategist, Dijital FarmOctober 4, 2013

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Jon Parks

Founder and Lead Dijital Strategist @ Dijital Farm, Digital Marketing Consultant, ASPE Instructor in Social Media, SEO, PPC & Google Analytics

Contact Info

From Jon Parks’ ProfileEmail: [email protected]: (919) 901-0485Google Plus: +Jon ParksTwitter: @jonparksLinkedIn: LinkedIn.com/in/jondparks

Jon Parks

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So long Google Keyword Tool & Traffic Estimator!

Google AdWords

Keyword Tool

Google AdWords

Traffic Estimator

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Introducing the Google Keyword Planner Tool

Old Keyword Tool + Traffic Estimator = New Keyword Planner

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Keyword Tool vs. Keyword Planner

• Keyword Planner (KWP) shifts the emphasis toward paid search• KWP combines the best features

of the Keyword Tool (KWT) & Traffic Estimator to create a powerful new tool

• Now have search volume & cost estimates all in 1 place

• Change in default match type• KWT = broad• KWP = historical data only

available for exact match• All devices are now included in

estimates (desktop, laptop, mobile & tablets)• See search trends by month• Target specific geographic levels

Keyword Planner: A Closer Look

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Using the Keyword Planner

Four Ways to Use Keyword Planner

1. Search for new keyword and ad group ideas• Great for getting started/discovery

2. Get search volume for a list of keywords or group them into ad groups• Uses historical search volume data to help you identify valuable

KW

3. Get traffic estimates for a list of keywords• Provides click and cost estimates for your target KW

4. Multiply keyword lists to get new keyword ideas• Powerful tool to combine keyword lists to discover new

possibilities

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5 KEYWORD PLANNER “KEYS” TO SUCCESS

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5 Keyword Planner “Keys” to Success

1. Be sure you have a firm understanding of your product/site/topic

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5 Keyword Planner “Keys” to Success

2. Approach KWP as a research tool. Use it to help you with discovery to find as many terms as you possibly can.

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5 Keyword Planner “Keys” to Success

3. Use the cost estimate data to build an appropriate budget

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5 Keyword Planner “Keys” to Success

4. Include the geo targeting options to filter your results. Geo segmentation is one of the greatest benefits of KWP.

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5 Keyword Planner “Keys” to Success

5. Take advantage of the “save to account” feature. Allows you to build your plan over time.

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Summary

• Keyword Planner has ushered in a new era• Keyword research is now much more focused on

assisting paid-search campaigns• Fits nicely with Google’s move to 100% “Not

Provided” • KWP provides a lot of data. Go slowly so you can

become familiar with what’s available• Having a firm understanding of how you want to

structure your campaign (think: themes) will help you use KWP

• As always, monitor your results and be prepared to make adjustments

Page 14: An intro to google ad words keyword planner tool

USING THE NEW GOOGLE KEYWORD PLANNER TOOL

Jon Parks, Lead Dijital Strategist, Dijital FarmOctober 4, 2013