The New Google Keyword Planner Tool

Sunday 8th September 2013
By Paul Henderson

The old Google Keyword Tool has been discontinued as of August 27th 2013 and a new tool has taken its place.

The old Keyword tool would have to have been one of the most used tools in the entire Internet Marketing world, so exactly why they got rid of it is something of a mystery.
However, all is not lost, and a new tool called the ADWORDS KEYWORD PLANNER is available to use for Keyword Research.

There are some operational differences, and in the main the new tool is simpler to operate because it doesn’t have as many options. I won’t describe the differences here, simply because if you’re new to all this and this is your first introduction to ANY Google Keyword Tool, then chances are you won’t have even seen the old Keyword tool and this would only serve to confuse the issue.

So this is mainly a discussion on how to use the new tool, rather than a comparison.
With the new Keyword Planner you need to have an ADWORDS account with Google. You don’t have to be running any campaigns, so the tool is still free, but you will need to log into your account to use it. Therefore you are going to need to set up an account.

You can set up an account at the following link:
https://adwords.google.com

Once your account is set up you, you’ll be able to view the Login page, – it looks like this:

adwords keyword planner

Once logged in with your email and password, you see the screen below:

adwords keyword planner loggedin

ON the green navigation bar, click on “Tools & Analysis”, and select “Keyword Planner” from the drop down menu:

adwords keyword planner

You’ll then see this screen.  Choose “Search For Keyword & Ad group Ideas”.

adwords keyword planner 2

You can now proceed with your basic Keyword research from the screen shown below:

adwords keyword planner 3

For the most basic research, in the top box labelled “Your product or service” you enter your basic keyword phrase.  This could be “Dog Training” or “Carbohydrate Diets” for example.

Next, you have an assortment of additional fields which you can use to further narrow down your search. 

However, in the very next two fields labelled landing page and category, you can just leave those for now.

Let’s discuss the remaining fields one by one.

All Locations – This field is where you select stats from your target audience.  If you want to see stats from the whole world, leave it set to All Locations.  However if you want to see stats from a specific country or range of countries, then click on the pencil at right and begin typing in the name of the first country you want to include.  You can add additional countries i the same way if you wish.

English – choose the language of your target audience.  Generally this goes hand in hand with the country you select.  For example, if you select “UK” in the country field, then “English” would be the selection for the language field.  Where this becomes important is for example if you want to target the “USA”, but only “Spanish” speaking people.  You get the idea?

Google – select the search engine from which you’ll draw your stats.  Selections are only either ‘Google’, or ‘Google + Partners’.  Just leave this at ‘Google’ for now.

Negative Keywords – you can add negative keywords if you want.  Search Results that include these words are excluded from the returned results.  For example if you search on the basic keyword phrase “Dog Training”, and place the word “Labrador” in the Negative Keywords field, any Dog Training results that included the word ‘Labrador’ will be excluded from the results you are shown.

Keyword Filters – in this field you can set limits for such parameters as CPC (Cost per Click), monthly searches and so on.  Set these as desired for the type of search you are running.  What you set these to can vary depending on the type of search you are running, so it’s impossible to tell you what to set these to right here.  It will depend on information which you’ll have to hand when the time comes, that I don’t have access to.

Keyword Options – this final box is for when you are setting up Adword Campaigns.  So we don’t need to worry about this just yet.

Finally, click the blue GET IDEAS button at the bottom of the screen.

In the results page, you’ll see two heading tabs – Ad Group Ideas and Keyword Ideas. You need to select the Keyword Ideas tab.

adwords keyword planner 4

What you see now is the information you actually searched for. 

The Keyword phrase or term you searched on is set out on its own at the top of the table.  And following that, the table shows Keywords closely linked to your original Keyword search phrase.  If you click at the top of any one of these columns, you will order the table of results according to that column statistic.  For example, to view the results ordered by volume, just click on the ‘Ave Monthly Searches’ column heading.  Click once for high to low, click again for low to high.

Other columns are headed CPC (Cost per Click) and Competition.

You may have up to 800 results to look through, so if you prefer to save the search results to view later, you can do that easily by clicking the ‘download’ button at top right.

What Does All This Mean?

I need to explain just a little about what this information means, because a lot of people don’t really understand the grand scheme.

Keep in mind that there are two sets of people interested in this sort of research.  There are those customers that place Adverts on websites.  We’ve all seen the little Google Ads all over the place when we go to a website, yes?   These guys do research similar to what we’re doing here, and they bid on how much they are willing to pay to Google when a visitor currently viewing a website sees an Advert and clicks on it.  That Advert might be on a page of YOUR website.

So someone is browsing your Dog Training site, and an Ad belonging to someone else is placed by Google on one of your pages.  The visitor sees the Ad and clicks it.  Instantly the Ad owner is debited the amount equal to the CPC figure for Keyword they’ve bid on to get it onto your site.  Google gets more or less 50% of the money and you get the remaining more or less 50%.

So that’s why you need to keep in mind the CPC figure when you target a keyword.  You’ll write articles etc optimized for a keyword that nets a good CPC so that your share of that is worth having.

Naturally, the number of searches is also important.

In the diagram below, observe that I’ve compared two keywords, both of which are great for my purpose.  But it might be better to go for the one with 550,000 monthly searches and a slightly smaller CPC figure.  You need to weigh up all the available information to know how to best write your articles.

More In-depth Research:

OK, enough of that….

If you see a selection of keywords in the results that you like, you can easily compare the stats for that range of keywords.  Just enter all the keywords into the search field at the top where it says Keyword Planner, separated by a comma, and click search.

What this does is place each of your chosen keywords into a separate table so that you can easily compare CPC figures and search volumes etc. 

It just makes it easier to look over your options and choose the best Keywords around which to optimize your blog post or article.

adwords keyword planner 5

In the selection above, if I’m doing a blog post or an article or whatever about German Shepherd training, you can see that if I try to optimize my writing for the ‘German Shepherd Training’ keyword, I expose myself to only 9,900 searches per month.  Whereas the similar but slightly less lucrative ‘German Shepherd’ keyword has 550,000 people a month searching on it.  A much better outcome could probably be achieved by optimizing your writing for the lower CPC keyword.

If you’ve found this post in any way useful, please do share on your social media and facetube channels.

Any comments, let’s have’em below.

Catch ya later.

 

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  1. Jack Duncan
    11 months ago

    Paul,
    This is very helpful for those working with the Google Adwords Keyword Planner. One more tip, Google will often show the same search volume figures for close variants (i.e. cat vs. cats). If you want more accurate data, you need to use the estimate tool and put in your CPC values in order to separate out the numbers and get the correct search volume for your terms.
    Jack Duncan would luv you to read …Keyword Grouper: How To Group Keywords For Keyword Clustering & MappingMy Profile


    • Hendosrus
      11 months ago

      Hi Jack, thanks for commenting, and of course you’re exactly right in the things you say.

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