Google Adds New Features to the AdWords Keyword Planner
Google has just added a few very valuable additions to it’s Keyword Planner tool. This information is available to the public to gain insightful marketing data which will aid in the creation of successful, well designed campaigns. Please read our post on these 9 added features.
1) Begin with the standard “Google AdWords” keyword search. We are using the keyword, “fitness” for our example. Notice that the keyword suggestions and search volume estimates are based around time periods specified. The new layout consists of a bar graph depicting search volume results over a one year period.
2) We now have the ability to compare average monthly searches for this period to that of a previous period, same period of last year, or a custom defined period.
We made a comparison of the keyword, “fitness,” to that of the previous period. Note the difference in search volumes from April 2013-April 2014 to April 2012-March 2013.
3) The next stellar view is comparing absolute and relative changes for each ad group and keyword volume to the two different periods.
The following two images compare ad groups and specific keywords changes over these two periods.
Ad Group Example
4) Everyone is really excited about the upcoming changes taking place in mobile advertising. We always wanted to know how mobile searches compared to that of desktop and tablet with full browser searches. Now we can see that data. Below is a comparison of the total number of mobile searches to the total number of searches for the keyword, “fitness.”
5) We prefer this advanced view that actually provides a numerical breakdown by device. This view is our preferred choice as it represents clear data providing percentages and total number of searches per each device.
6) Google has also added to the Keyword Planner the ability to view the total number of searches performed in various locations. We can now get the percentage of searches that would take place in a given area. For example, we chose the United States (receiving 2,617,148 @ 92.9% of searches,) Florida, which receives 4.2% and 119,055 searches, North Carolina, which receives 2.5% and 69,063 searches, and Iowa at .4 % and 12,334 searches.
To get a glimpse of those other added features, we actually need to go about adding the keyword “fitness” to our marketing plan, do this by focusing to the area at the right of the Keyword Planner,
Click on “review estimates.”
7) Go now, to the tab “devices.” We can determine that it would be advantageous to design mobile specific campaigns for this keyword. We clearly see that the CTR is significantly greater than that of desktop, and the CPC is significantly lower for mobile. Which means the mobile only campaign holds a far greater probability for success.
8) We can also use the newly enhanced Keyword Planner to gather search volume estimates for future dates. We can now compare estimates for the Next 7 days, or for a defined time span in the future. Let’s compare the next seven days (data provided above) to the data estimates for January of 2015.
As we can see the CTR is expected to be decrease. However, the total number of clicks is expected to increases dramatically, as well as the total number of impressions.
9) The last feature that Google has added to the Keyword Planner is the geographical targeting. We can spread this out by State, City, Nielson Region, and more. It represents for us a percent of budget allocated to each location, and the total cost responsible to each location. This data is useful for advertisers wanting to “weed out,” areas which carry CPC’s that are too high. For our example, using the keyword, “fitness,” at a CPC of $1.50 and a daily budget of $400, we see, New York, accounts for about 16% of the budget. Next in line is California.
A more detailed chart is provided below which includes information such as the expected CTR of each location, the average cost per click, and the total number of clicks.
In summary, the information Google has made available to the public is extremely valuable. Using this information advertisers can create strategic marketing campaigns designed for success right from the start.