Recently Google discontinued their AdWords Keyword Tool and introduced a new online instrument for keyword research called Keyword Planner. The presentation covers the main features of the new tool and gives actionable guidance on how to effectively use it for SEO keyword research and PPC analysis.

1. Google Keyword Planner
New keyword research tool from Google
Copyright © 2013
Link-Assistant.Com

2. Google AdWord Keyword Tool was one of the
most effective keyword research tools on the
Web, but…
The fact

3. … on August 27, 2013 Google announced that
they discontinued their keyword tool.

4. However, there’s no reason to panic! Because…

5. •
… there’s a new Google keyword research tool in
town!
And it is called:
Google Keyword Planner

6. now you just need to…
So,

8. •
Let’s start!

9. how Keyword Planner differs from
AdWords Keyword Tool
First, let’s figure out

10. The features you could find in AdWords
Keyword Tool, but won’t find in Keyword
Planner:

11. Data breakdown by device
(keyword stats for
desktops, mobile devices and
tablets are now displayed all
together).

12. Setting the match type for search
volumes
(before you could see monthly
search volumes for broad, “exact”
and [phrase] matches. Now you
only get them for the exact
match).

13. These features are no longer
available, which is sad but…

14. There are some new features Keyword
Planner offers. These are:

15. New traffic-related metrics
(due to its integration with Traffic
Estimator).
The ability to work with ad groups
and separate keywords.

16. Geo-targeted keyword research
The tool has the ability to target
the country, the city or the region
to get keyword ideas for.

17. And that’s cool!

18. All the other differences between
Google AdWords Keyword Tool and
Keyword Planner are described here.

19. Part 1
Using Google Keyword Planner for
SEO keyword research

20. With Google Keyword Planner you can:

21. - Get new keyword ideas;
- Expand the list of your keywords;
- Narrow down your keyword list
to only relevant keywords.

22. 1) Getting new keyword ideas.

23. Follow these steps to find new keywords to
optimize your site for:

24. 1) Open Keyword Planner.
2) Choose “Search for keyword and ad
group ideas” option (see the screen-shot
below).

25. 3) Enter up to 50 so-called “kernel”
keywords.
4) Specify keyword targeting and hit
“Get ideas” button (as shown below).

26. Voila!
Now you have got a list of
new keyword ideas for your site.

27. By the way, there are some tools that
are already integrated with Google
Keyword Planner.
by Link-Assistant.Com
is one of them. With the tool you can
collect, save and analyze data fetched
from Google Keyword Planner.
Rank Tracker

28. 2) Extending your keyword list

29. Need more keywords for your site?
Here is how Keyword Planner can help:

30. Export your keyword in a CSV file by
hitting “Download” in the top right
corner.

31. Then go back to Keyword Planner, and select
the “Multiply keyword lists” option. Here you
can get additional keyword ideas and longer-tail
keywords.

32. You can add up to 2 lists, but if you
click on the multiplication sign
(X), you will be able to add one more
(marked on the screen-shot).

33. • Import the keywords you have in
the CSV file into corresponding lists.
• Then click “Get search volume” to
get keyword ideas.

34. The feature mixes all keywords from
the lists you have imported and comes
up with quite decent keyword ideas
related to those terms.

35. 3) Narrow down your list to only
relevant keywords.

36. With Keyword Planner you can also weed
out all irrelevant keywords. Here is how to:

37. Use the Include/Exclude widget on
the left-hand side.

38. - Keep only keywords that meet your
requirements;
- Filter out the keywords that are a
poor match for your biz;
- Exclude negative keywords from your
list.
This widget lets you:

39. After you exclude all irrelevant
keywords, you can export the list in a CSV
file and import it to .Rank Tracker

40. With Rank Tracker you can sort out
only SEO-profitable keywords for your
campaign.
The software lets you surface the
keywords with the highest
Keyword Efficiency Index (# of
searches to competition ratio).
Rank Tracker

41. After you import your list of keywords
to Rank Tracker, , click the ‘KEI’
button and the software will update
‘# of searches’, ‘competition’ and ‘KEI’
values.
Rank Tracker

42. Then click on the head of the
‘KEI’ column and the software will
show the most SEO-efficient keywords
in the 1-st place.

43. Hey presto!
Now you know how to use Google
Keyword Planner for
SEO keyword research.
But that’s not all the tool is capable of.

44. Read on and you will learn how to use
Keyword Planner for getting
PPC keyword insights.

45. Just in case you got bored, this little cutie
will cheer you up.

46. Part 2
Using Google Keyword Planner for
PPC campaigns.

47. Starting a PPC campaign.

48. When starting a PPC campaign from
scratch, the first thing you need to do
is to define a basic list of keywords.

50. 1. Define a basic list of keywords.
That can be just a short list of
keywords that better describe your
business. You can take them off the
top of your head.

51. 2. Define your negative keywords
(the keywords that are unlikely to bring
you any targeted traffic).
To define such keywords you can use:
• Your search query report,
• Google Analytics,
• Google suggest and
• Your brain. 

52. Once you have defined your basic
negative keywords, you may use
Google Keyword Planner to:
 Find new keyword suggestions for
your PPC campaign;
 Analyze PPC keyword suggestions.

53. Using Google Keyword Planner for
getting new ideas for a PPC campaign

54. • Open Keyword Planner .
• Click “Search for keyword and ad
group ideas”.

55. The further steps are:
• Choosing your product category,
• Specifying the country, city or
region you target (NEW feature),
• Choosing the language group,
• Adding negative keywords.

56. By specifying all the mentioned
criteria, you will define your target
audience.

57. Next you specify search parameters such
as:
• the minimum search volume for
suggested keywords;
• the minimum CPC;
• the Ad impression share;
• desired competition for the suggested
keywords;
• and other.

58. And finally, if you need to change your
initial keyword list or other options in
Keyword Planner, just click “Modify
search” on the top right.

59. Yeah, too much info to digest.
Let’s have a coffee break. 

60. Back? Let’s continue!

61. Analyzing PPC keyword suggestions.

62. Once you get suggestions for your
initial keyword list, you can view the
suggested keywords in 2 different
modes:
• sorted by ad group
• sorted by keyword.

63. Next you need to decide which
keywords to include into your PPC
campaign.
Here is how Google Keyword Planner
can help.

64. First you need to add the suggested
keywords to your plan.
There are 2 ways you can do that:

65. 1. You can add individual keywords to
your plan by clicking the arrow
button at the end of the line;
2. And also there’s an option to bulk-
add your groups/keywords to your
plan by pressing “Add all”.

66. Here is a screen-shot for your
reference.

67. The next step is getting PPC stats on
the added keywords. Click “Review
Estimates” to get this data.

68. That lets you check how many clicks a
day you’re likely to get for your
keywords and how much you will
need to spend on that.
NB! These are average numbers based on
historical data. You shouldn’t take them as
precise estimates!

69. Next you can enter your bid and get
stats for your keywords.

70. On the green graph you can see how
the number of “clicks per day”
changes depending on your bid.

71. Also, this graph shows how
impressions and cost-per-day change
depending on your bid when you
choose them from the drop-down
menu.

72. Now, let’s get down to sorting your
keywords by Impressions/Clicks.

73. The table that goes below the graph
shows PPC data for each keyword in
your groups.

74. You can sort the keywords by
Impressions/Clicks to see how much
the most popular ones would cost.

75. And the final step of your PPC research
is deleting keywords that are a bad
match for your PPC campaign.

76. Here is how you can check keywords
match type:

77. Generally, to weed out all ill-targeted
keywords you need to apply your
common sense.
Say if you sell birthday balloons,
“balloons” would be not your best
keyword to target, as it’s too broad.

78. Congrats!
We have crossed the ‘Finish’ line.

79. Now you know how to use Google
Keywords Planner in managing your SEO
keyword research and PPC campaigns.

80. To learn more about using Google
Keyword Planner check this and this
articles.

81. Say ‘Hello’ to Link-Assistant.Com
Facebook – fb.me/LinkAssistant
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Twitter – @LinkAssistant

82. Image credits
Kath (via Flickr),
~Molz~ (via Flickr),
Probe.ch (via Flickr),
CDI College (via Fotopedia),
F.B.I-amoon (via Flickr),
menSagam (via Flickr),
Sportscans (via Photobucket).