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.

1. USING THE NEW GOOGLE KEYWORD PLANNER TOOL
Jon Parks, Lead Dijital Strategist, Dijital Farm
October 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’ Profile
Email: jparks@dijitalfarm.com
Phone: (919) 901-0485
Google Plus: +Jon Parks
Twitter: @jonparks
LinkedIn: 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

7. 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

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