Google AdWords: Using the Keyword Planner
This post will focus on Google AdWords’ Keyword Planner, which combines the original Keyword Tool with important metrics such as estimated traffic, global monthly searches and estimated CPC (cost per click). This is one of the most resourceful ways to research and plan your content strategy and build keywords that drive relevant traffic to your product’s page.
Getting Started with AdWords
Start by creating an AdWords account with an existing email address (if you don’t have an account with Gmail, you will have to create one). Click on this link and you’ll be prompted to log into your Gmail to start the process; it’s quick and should only take a few minutes. Once your account is live, get familiar with some of the literature on the main page. AdWords has a series of videos, ranging from How to Choose the Right Keywords to How to Use the Keyword Tool. If you’re launching an AdWord’s Campaign or simply researching keywords, these videos will help you maximize your commercial impact using AdWords. For a breakdown of all the things you can do with the Keyword Planner, please click here.
How to use the Keyword Planner
You will find the Keyword Planner under the Tools and Analysis tab (note: Adwords is phasing out its Keyword Tool and switching to the Keyword Planner which has all the same features plus additional metrics).
Click on the Keyword Planner and you will see three options:
1. Search for keywords and ad group ideas
2. Enter or upload keywords to see how they perform
3. Multiply keyword lists
The first option allows you to generate keywords based on your product type, landing page or product category. In the example below, I searched under product or service for “grills” and as you can see, there are a number of results that range from high competition keywords to low competition words. It’s usually best to choose keywords that fall somewhere in between high and low competition. Ad Group Ideas lists a series of keywords followed by their average monthly searches, competition and average CPC. If you click on Keyword Ideas, AdWords provides a list of alternative keywords and their base metrics.
For Targeting, you can limit your results to a location or language or generate local results and monthly volume. There is also a negative keyword. For example, you can create a negative keyword such as “propane grill” to prevent your page from coming up in a search for “propane grills.”
Using Top Sellers to Generate Keywords
A simple way to generate powerful keywords is to take a competitor’s top selling products page and enter the URL into the landing page field. This will show all the keywords associated with that product page. In the example below, I entered the product page for J.K. Rowling’s Harry Potter. Taking keywords from a top selling page will add value to your content strategy.
Enter or Upload Keywords
The Enter or Upload Keywords option is nearly identical to the Search for Keywords option, but instead of entering product type, landing page or product category, you can enter a series of keywords, see how they perform and view similar keywords and metrics.
Multiply Keyword Lists
You can use this tool to combine two lists of keywords to create word phrases and combinations. The example below shows how this tool works to combine two lists of keywords for men’s apparel. Click here for more information on the Multiply Keywords tool.
|List 1 List 2 Results|
|men’s jacket men’s jacket|
|men’s clothes men’s clothes|
|men’s coat men’s coat|
Google AdWords is a powerful tool that can improve the commercial reach of your product page. With important metrics including, number of global monthly searches, keyword ideas and estimated cost per click in addition to the landing page search, AdWords helps define your content strategy.
This article was written by:
Kyle Roble, Sage Tree Senior Content Writer