Are you familar with Keyword Planner? The AdWords Keyword Planner is an incredibly useful & powerful keywords research tool, built into lớn the AdWords interface, that combines two of the most popular former Google Ads tools, the Google Keyword Tool và the AdWords Traffic Estimator, and adds khổng lồ it a wizard-lượt thích integrated workflow to guide users through the process of finding từ khóa for creating new Ad Groups and/or Campaigns.

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You"ll find the AdWords Keyword Planner under "Tools and Analysis."

In this article, you"ll get a complete rundown of all the features available in Keyword Planner plus tips on how khổng lồ use Keyword Planner for your own từ khoá research for SEO, PPC and other sale campaigns. Let"s go!

Getting Started With AdWords Keyword Planner

The AdWords Keyword Planner supports three key use cases:

Search for từ khóa and ad group ideasEnter or upload keywords lớn get estimatesMultiply từ khóa lists khổng lồ get estimates

The functionality is exposed via a wizard-lượt thích interface, as shown here:


AdWords Keyword Planner functionality.

Searching for Keyword and Ad Group Ideas Using Keyword Planner

Adding từ khoá khổng lồ your tài khoản based on Google suggested từ khóa is the primary use case. The Keyword Planner (illustrated below), provides a robust từ khóa workbench for researching and picking keyword khổng lồ add to your AdWords tài khoản.


AdWords Keyword Planner User Interface.

Using the Keyword Planner Tool you can:

View từ khóa statistics và performance estimates: Specify targeting options that you select such as country, language and tìm kiếm network lớn inform your từ khoá estimates.Filter keywords: You can narrow your từ khoá danh sách based on various criteria, such as average CPC và average monthly search volume. You can also include or exclude keyword containing specific terms, and exclude keywords that are already in your AdWords tài khoản.

Please note that AdWord"s Keyword Planner returns exact match search traffic. For phrase and broad match tìm kiếm traffic, try these Google Keyword Planner tips.

List View vs. Grouped View and “Your Keyword Plan”

Keywords in the Keyword Planner appear either in các mục view or in grouped view, which is sort of analogous to lớn the concept of từ khoá niches and keyword lists that we’ve long supported in’s own keywords tools.

Additionally, you can add individual từ khóa or keyword groupings to lớn “Your Plan,” which is sort of a temporary storage area for saving interesting-looking keywords và keyword groupings for later.

The Keyword Planner maintains state for the duration of your session – từ khoá that you add are saved while you’re in the process of looking for từ khoá.

Finally, when you’re done finding keyword, click on the “Get Estimates và review Plan” button.

Getting Estimates và Reviewing Your Keyword Plan

The next step of the Keyword Plan process involves setting a keywords bid & daily budget for your portfolio of keywords và keyword groupings. 

Since từ khóa volume and CPC bid estimates vary wildly based on your budget, bid, location, & other factors, it’s important that you provide Google with some information khổng lồ customize your estimates.

For example, you could enter in a bid of $40 và a daily budget of $1,000.00 and based on those settings, the Keyword Planner will generate detailed daily estimates for clicks, impressions, average ad position, và costs, as shown here.



Google Keyword Suggestion Tool.

When you press the Get Estimates button, you’ll be brought lớn the same keywords workbench area; the only difference is that you’ll be looking at your own keyword các mục, rather than the generic keyword suggested via the Google Keyword Tool.

Multiplying Keyword Lists Using Keyword Planner

A completely new feature in Keyword Planner which isn’t available in either the existing Google Keyword Tool or AdWords Traffic Estimator tools is the ability to mash up & multiply keyword lists. For example, you might want khổng lồ multiply a bunch of names of cities and towns with different action words lớn come up with all the different từ khoá permutations, as shown here:

Multiplying Keyword Lists Using Keyword Planner.

You can add up to lớn 3 lists khổng lồ mash up, và clicking on the Get Estimates button brings you to lớn the same từ khoá workbench area.

5 Top Keyword Planner Tips

The Keyword Planner is an amazingly powerful tool for marketers, but as with any tool, it takes skill và experience khổng lồ use effectively. Whether you’re just getting started with từ khóa retìm kiếm or you’re a seasoned PPC marketer, the following Keyword Planner tips will help you get the most out of this versatile tool.

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1. Compare Keyword Volume Changes Over Time

Seasonality is a major factor in PPC & paid social advertising. Trending topics, newsworthy events and discussions, & seasonal từ khóa can all vary widely in volume depending on the time of year, & the Keyword Planner allows you to lớn compare từ khóa search volume across two time periods, such as seasonal keywords from the previous two holiday seasons.

Compare từ khoá sets across time periods with Keyword Planner.

This information can be invaluable when launching seasonal or time-sensitive campaigns, so be sure khổng lồ evaluate whether last year’s hotdemo keyword are similarly popular before you bid.

2. Use Competitive Intelligence to lớn Identify Keyword Themes

Sometimes, the most valuable keywords retìm kiếm data comes from our competitors. You can use the Keyword Planner lớn identify potential từ khóa topics by entering the website of your competitors & searching for từ khoá by theme.

Simply enter the URL of the site you wish khổng lồ evaluate, then look at the results:

Identify themes with Keyword Planner.

If you were in a similar business as Buffer, this would be a great place lớn start when identifying new areas lớn focus on in your PPC và paid social campaigns, or when searching for potential new ad groups.

3. Use Wikipedia as a Starting Point for Keyword Research

Nobody knows your business better than you – with the possible exception of Wikipedia.

When conducting từ khóa research for a new campaign, leverage the power of the Keyword Planner và the wealth of information offered by Wikipedia to lớn find new từ khóa ideas.

Let’s say you’re in the logistics management business. You want khổng lồ identify potential new từ khóa to lớn bid on in AdWords, & you feel like you’ve found, & subsequently bid on, all the terms that are relevant khổng lồ your business. To kiểm tra khổng lồ see if you’ve sầu missed any potentially valuable từ khóa, enter the relevant Wikipedia page inkhổng lồ the Landing Page section of the Keyword Planner:

Keyword ideas within AdWords" Keyword Planner.

This technique can also yield valuable insight inlớn the intent behind some of the keyword that are relevant to lớn your business. For example, you could offer educational content that explains “what is supply chain management”, or write a blog post that explains the responsibilities of a “supply chain manager”.

However you choose to use it, this tip can be extraordinarily useful khổng lồ marketers of all disciplines.

4. Visualize điện thoại Traffic Trends

Device segmentation is crucial in today’s multi-device, always-on world. However, merely knowing how much of your total traffic comes from sản phẩm điện thoại isn’t enough – you have khổng lồ know which từ khóa are proving popular with sản phẩm điện thoại searchers so you can bid appropriately.

Take the example below, for the keywords “24 hour locksmith”:

Visualizing traffic across months và devices using Keyword Planner.

As you can see, điện thoại volume for this từ khóa is almost double the desktop search volume for this term. This strongly signifies the intent behind this search, as the vastly larger Mobile tìm kiếm volume suggests that people are searching for 24-hour locksmiths from their điện thoại devices as they may have sầu been locked out of their trang chủ. As such, you’d want lớn structure your bidding strategy accordingly khổng lồ trương mục for the disparity between mobile and desktop search volume.

5. Go Beyond Competition Data by Exporting Keyword Planner CSV Files

When evaluating the competitiveness of keyword, the Keyword Planner helpfully offers some guidance on how competitive – và, therefore, potentially expensive – certain keywords are. However, this isn’t as helpful as it sounds, as there are only three levels of competitiveness offered within the Keyword Planner: Low, Medium, or High. This is great if you only need a cursory glance at how competitive a keywords is, but if you need more accurate data, you’ve got to get creative sầu.

To see exactly how competitive a từ khoá is, export the search data from Keyword Planner as a CSV tệp tin that can be opened in a spreadsheet application. Once you’ve done this, you’ll notice that the Low, Medium, và High competitiveness data has become a numerical value between 0 và 1, as shown below:

Calculate keywords return by exporting data as a CSV tệp tin.

Based on this number, we can calculate which từ khóa offer the greathử nghiệm potential return by using a simple calculation.

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In the example above sầu, you’ll see that the keyword “using social truyền thông for business” has a competitiveness score of 0.9 – very high in comparison khổng lồ some of the other terms in this report. We can also see that the average monthly search volume is 390, and that the recommended bid is $26.85. With these figures, we can apply the following formula:

390 x 26.85 / 0.9 = 11,635

Using this calculation, the higher the kết thúc figure, the greater the potential return offered by that keyword. This can be remarkably useful if you’re bidding on similar terms, or need to lớn know with more accuracy how competitive keywords might truly perform.

Summary: The AdWords Keyword Planner

The Keyword Planner tool supports various workflows for building ad groups and ad campaigns either starting from scratch, or based on your existing lists, and provides a more cohesive sầu user experience than previous AdWords từ khóa tools by integrating the keywords selection, từ khóa grouping, keyword analysis and filtering aspects of the từ khoá selection workflow. I"m a big fan!