In modern digital marketing, the power of Google’s keyword planner tool cannot be overstated. It is an indispensable tool that empowers marketers to unearth pivotal keywords and access crucial data related to search volume, competition, and ad pricing. For individuals embarking on their journey in search engine marketing, mastering the art of keyword research is the first milestone.
But before we dive into the intricacies of keyword planners and their functionality, let’s understand the importance of keyword research for both organic and paid digital marketing campaigns.
What is keyword research?
Keyword research is the most crucial part of website optimisation for superior search engine rankings. Keyword research involves the identification of pertinent words or phrases that hold relevance to a particular business or industry. It’s an exercise that reveals the key terms that marketers should aspire to rank for.
While many enterprises kick-start this process by compiling a list of keywords relevant to their operations, it is important to scrutinise and discern which keywords are best suited for individual campaigns and web pages.
Keyword research is instrumental in comprehending the demand for specific keywords and gauging the level of competition in both organic and paid results. This invaluable insight equips marketers to fine-tune their strategy and optimisation efforts to secure a major standing in the Search Engine Results Page, making their clients happy in the process.
How do digital marketers use Google Keyword Planner?
Google’s Keyword Planner is meticulously designed to facilitate keyword research for Search Network campaigns. This invaluable free tool allows marketers to explore keywords relevant to the business, revealing their estimated monthly search volumes and associated costs for targeting. With Google Ads Keyword Planner, marketers can do the following:
- Discovering new search keywords
When commencing the quest for suitable keywords, Keyword Planner offers a wealth of suggestions for related terms. This feature is invaluable when marketers are uncertain about where to start their keyword search. By inputting broader search terms, such as “men’s t-shirts”, the tool provides insights and presents a roster of related keywords. Balancing specificity and generality is crucial at this stage.
- Exploring Costs for Keywords
The cost of targeting specific keywords is another critical consideration. Keyword Planner offers insights into the average cost for an advertisement to appear in searches for a given keyword. Armed with this information, one can select keywords that align with their budget and strategic goals. Typically, keywords boasting higher monthly search volumes are associated with higher costs due to increased competition.
- Viewing average monthly searches
Keyword Planner provides users with the estimated monthly search volumes for keywords. Understanding how frequently keywords in a particular industry are sought after is crucial for a campaign's success. A comprehensive grasp of user behaviour is essential to shaping a campaign or strategy effectively.
- Creating new campaigns
By leveraging the extensive research conducted via Keyword Planner, marketers can effortlessly construct new campaigns. This feature streamlines the process, allowing marketers to select a recommended budget or customise the daily budget to suit their unique requirements. Once a campaign is established, they can conveniently access it via the “Tools and Settings” icon in Keyword Planner, which allows for seamless monitoring and management.
Conclusion
While Google Keyword Planner was initially tailored for use with Google Ads, it remains an invaluable asset for SEO keyword research and strategic planning. Many marketers advocate combining their paid ad campaigns with their SEO campaigns to optimise traffic across both marketing channels. To gain a comprehensive understanding of how to effectively use this tool, it is advised to join a reputed digital marketing training institute and enrol in a digital marketing course.