Anytime you prepare to produce a piece of digital content, whether that’s a blog post or an advertisement from your Google ads account, you should consult a list of keywords to ensure that you’re optimising your content as much as possible.
Choosing the right keyword text can feel a little like throwing darts at a board—you have a general idea of where to aim, but how can you be sure that you’re targeting with precision? Google keyword planner helps take the guesswork out of generating a keyword plan by providing insight into average monthly searches, helping you find new keywords related to your business, and even providing historical statistics surrounding searched terms.
Though you might feel out of your depth using Google keyword planner, it doesn’t have to be an uncomfortable experience once you truly understand the value that this keyword research tool brings to the table.
How to Use Google Keyword Planner
Google key planner (once known as Google keyword tool) empowers you to build a strong search network campaign that’s relevant to your brand. You can do this one of two ways: choose to discover new keywords, or upload your own list of keywords and look at the associated search volume and forecasts. If you’re starting fresh with keyword research and you’re running low on creativity, then allowing the keyword planner tool to help you locate relevant keywords is an easy way to start building a list of terms. You can enter words related to your product or service, and Google will automatically generate ideas; alternatively, you can simply enter your website, and Google will show you keywords that are relevant to the content on that site.
You can browse through that initial list of keywords that Google provides without actually adding any of them to your plan. Once you’ve seen the jumping-off point, you’ll be able to filter the keywords you see, eliminating those with excessively high competition, or that don’t offer enough impression share.
Once you have refined your list of keywords, or if you already had a list, to begin with, you can use Google keyword planner to your plan and see the forecast. In your plan overview, you’ll be able to click “get search volume and forecasts.”
Your forecast will give you an idea of the conversions, clicks, and impressions you can expect for your keywords based on what you plan to spend and the average monthly search volume. With a clear keyword plan in mind, you will be able to formulate a strong Google ads campaign that’s backed by verifiable metrics.
Things to Consider When Using Google Keyword Planner
Like many of the tools offered by Google, the keyword planner tool is incredibly user friendly and it provides valuable insight for those attempting to navigate the world of digital marketing. Still, there are some important factors to bear in mind as you flesh out your keyword strategy with the help of Google keyword planner.
- Be Strategic With Filters — in a perfect world, high volume keywords would come with low competition, and every business would be able to achieve maximum visibility without diving into the nitty-gritty of keyword research. Unfortunately, things don’t usually work out that way. As a general rule, the higher the search volume, the higher the competition will be.
Incorporating tons of high volume keywords that are also high competition into your content and campaigns won’t send your Google analytics through the roof, because you’ll simply be drowned out by all of the background noise. A far better strategy is to filter out high competition terms without filtering out high volume ones—you could always get lucky and find an oft-searched keyword that others haven’t yet picked up on.
- Take The Top of Page Bid into Account — sometimes still referred to as cost per click, top of page bid is what it would cost you to get your ad with a selected keyword to appear at the top of the results page. You can add a high and a low range with this filter, which allows you to remove terms that have no commercial intent, as well as ones that you’ll never be able to afford.
Ultimately, you want your ad to rank as highly as possible, so even if you feel strongly about a keyword, you may have to give up on it if you can’t budget an appropriate top of page bid.
- Capitalize on Your Organic Position — if you connect Google keyword planner to your Google search engine console account, you can see how often your site appears for organic keyword search queries, and where you rank in those results. This is great information to have on hand because it can shift your strategy fundamentally.
For example, if you’re already ranking at the top of the first page organically for a certain keyword, you may not want to include it in a campaign, or it may be all the more reason to double down on your efforts. Either way, this is the sort of information you want to have on hand.
Google keyword planner is an incredibly useful tool when wielded properly. If you aren’t confident in your abilities to effectively maximize your keyword strategy on your own, the expert team at Australian Internet Advertising is ready and willing to assist.
How We Can Help
At Australian Internet Advertising, we understand the power that keywords have, and we can help you effectively utilise every tool at your disposal to develop a keyword strategy to exceed all of your expectations. Contact us today to see how we can turn Google keyword planner into an integral facet of your digital marketing plan.