Google
Keyword
Planner
Instructions
In
July
2013,
Google
announced
its
plans
to
sunset
the
popular
“Google
Keyword
Tool”.
Previously,
many
search
engine
marketers,
paid
search
practitioners
and
consumer
behavior
researchers
relied
upon
this
tool
to
better
understand
the
needs,
wants
and
vernacular
of
their
respective
audiences.
Today,
Google
offers
the
Keyword
Planner,
a
multifaceted
research
utility
accessible
to
anyone
with
a
Google
account.
To
start
using
the
Google
Keyword
Planner,
simply
search
for
“google
keyword
planner”
or
visit
the
utility
here.
As
noted
previously,
since
the
Keyword
Planner
is
a
feature
of
the
Google
Adwords
interface,
you
will
be
required
to
login
with
a
Google
username
(aka
Gmail)
and
password.
Once
logged
in,
navigate
to
the
Keyword
Planner
under
the
“Tools
&
Analysis”
tab.
The
Keyword
Planner
is
actually
comprised
of
three
separate
functions,
each
of
which
has
value
depending
upon
your
need.
1. Search
for
new
keyword
and
ad
group
ideas
–
This
feature
allows
us
to
discover
new
keyword
phrases
relevant
to
our
offering.
This
is
the
primary
functionality
of
the
Keyword
Planner
for
keyword
research
purposes.
The
ideal
keyword
phrase
has
relevance,
popularity
and
minimal
competition.
2. Get
traffic
estimates
for
a
list
of
keywords
–
This
is
a
feature
used
by
paid
search
marketing
practitioners
looking
to
expand
their
Google
Adwords
campaigns.
By
uploading
or
simply
pasting
a
list
of
desirable
phrases,
the
marketer
can
determine
the
relative
impact
of
cost
per
click
adjustments,
daily
spend
alterations,
the
addition
of
new
keyword
phrases,
etc.
In
essence,
the
“Enter/Upload”
feature
enables
search
marketers
to
analyze
the
influence
of
pay
per
click
campaign
changes
before
they
are
enacted.
3. Multiply
keyword
lists
–
If
our
goal
is
to
compare
multiple
keyword
phrase
derivatives,
the
“Multiply”
function
helps
produce
a
large
quantity
of
relevant
keywords
for
the
purpose
of
analysis.
In
the
example
below,
the
“Multiply”
function
will
combine
keywords
from
all
three
lists
to
produce
64
different
phrases
www.teachtofishdigital.com
|
480.389.5435
Copyright
2013.
Teach
to
Fish
Digital,
LLC
(4
x
4
x
4
=
64).
We
can
then
compare
and
contrast
the
merit
of
targeting
each
of
these
keyword
derivatives
for
our
optimization
efforts.
For
our
initial
keyword
discovery
exercise,
we
will
utilize
the
first
function
explained
above,
“Search
for
keyword
and
ad
group
ideas.”
When
this
function
is
opened,
you
will
find
the
fields
pictured
on
the
right.
For
our
purposes,
simply
enter
in
a
few
sample
keywords
relevant
to
your
website
content
in
the
field
noted
with
the
red
arrow.
The
fields
marked
with
the
blue
and
green
arrows
allow
you
to
define
your
web
page
and
industry
respectively
for
more
specific
and
finite
results.
As
our
initial
goal
is
to
cast
a
wide
net
and
open
the
process
up
to
keyword
discovery,
please
avoid
using
these
secondary
fields
to
start.
Additionally,
you
will
see
other
options
to
produce
a
more
accurate
and
specific
keyword
list.
The
red
arrow
in
the
graphic
to
the
left
points
to
options
to
limit
geography,
language,
search
engine
usage
and
irrelevant
terms.
The
blue
arrow
points
to
controls
that
limit
results
to
keywords
that
match
specific
paid
search
campaign
spending
requirements.
The
green
arrow
identifies
a
field
that
filters
results
to
those
that
include
a
unique
word
that
must
be
housed
within
the
phrases
listed
in
our
results
set
(e.g.
only
show
phrases
that
include
the
word,
“Arizona”).
Again,
if
our
primary
objective
is
to
find
a
host
of
relevant
phrases,
suggest
leaving
all
these
filters
at
their
default
settings
to
begin.
They
can
be
utilized
later
in
the
research
process
when
eliminating
keywords
and
phrases
that
lack
relevance.
Once
you
have
entered
a
few
terms,
hit
the
“Get
Ideas”
button
to
return
a
list
of
sample
keyword
queries.
The
results
page
will
show
all
the
keywords
you
entered
plus
several
other
similar
terms
in
a
separate
table
placed
lower
on
the
page.
Each
phrase
is
accompanied
by
a
few
stats.
www.teachtofishdigital.com
|
480.389.5435
Copyright
2013.
Teach
to
Fish
Digital,
LLC
• Average
monthly
searches
• Competition
–
This
is
a
Low/Medium/High
score
on
the
results
page,
but
if
the
keyword
data
is
downloaded
or
exported
to
an
Excel/CSV
document,
Competition
is
translated
to
a
0.0
to
1.0
scoring
scale
in
which
the
most
competitive
terms
have
a
higher
score.
• Average
CPC
–
Cost
per
click
average
• Ad
impression
share
–
This
statistic
is
irrelevant
if
you
are
not
currently
utilizing
the
corresponding
phrase
in
a
paid
search
campaign,
but
it
can
show
you
the
percentage
of
impressions
your
ad
achieves
compared
to
the
total
number
of
searches
for
that
phrase.
For
closer
analysis
outside
of
the
Google
Keyword
Planner,
terms
can
be
exported.
You
have
two
options
when
selecting
keyword
phrases
that
you
would
like
to
examine
more
meticulously.
Simply
download
all
keyword
ideas
(red
arrow
below),
or
choose
each
term
one-‐by-‐one
by
clicking
the
double
arrow
icon
in
the
far
right
column
of
the
table
(green
arrow
below).
After
the
initial
results
query,
your
list
of
available
keyword
options
may
be
too
broad
or
too
narrow.
Consider
the
following
scenarios:
• If
the
initial
keyword
result
set
is
too
narrow,
add
more
relevant
terms
to
the
field
at
the
top
of
the
page
labeled,
“Your
product
or
service”
and
hit
the
“Get
Ideas”
button.
You
can
also
choose
to
start
the
process
over
again,
by
hitting
the
“Modify
Search”
button
at
the
top
of
the
results
page.
• If
the
initial
keyword
result
is
much
too
broad,
apply
Include/Exclude
filters
on
the
lower
left
hand
side
of
the
page.
These
filters
will
add
specificity
to
your
results
set
and
allow
you
to
focus
only
on
the
most
relevant
keyword
phrases.
All
of
the
keywords
you
select
will
be
included
in
an
“Ad
Group
Plan.”
Once
you
have
a
healthy
number
of
keywords
to
study
in
greater
detail
(i.e.
dozens
or
hundreds
depending
upon
the
popularity
of
your
www.teachtofishdigital.com
|
480.389.5435
Copyright
2013.
Teach
to
Fish
Digital,
LLC
category),
download
your
plan
by
clicking
the
icon
outlined
in
red
in
the
graphic
to
the
right.
From
here,
we
can
utilize
Excel
or
some
other
spreadsheet
program
to
organize,
segment,
categorize
and
select
our
target
keywords
for
the
website.
As
a
reminder,
work
to
choose
keywords
that
are:
A. Relevant
–
Does
the
keyword
relate
to
my
offering
and
my
audience?
B. Popular
–
Does
my
audience
use
the
keyword
in
search
engines?
C. Lacking
Competition
–
Does
the
keyword
have
a
competitive
score
that
is
conducive
to
success
amongst
the
field?
When
selecting
keywords,
a
question
often
arises
about
realistic
expectations
for
keyword
targets.
In
other
words,
if
a
keyword
has
a
monthly
search
volume
of
72,000,
can
your
site
realistically
target
and
rank
for
that
phrase?
Your
site’s
ability
to
rank
for
a
phrase
is
contingent
upon
its
authority
on
the
web.
The
most
authoritative
sites
can
rank
well
for
highly
competitive
and
popular
terms.
Those
sites
lacking
domain
authority
will
struggle
to
rank
for
very
competitive
and
popular
terms.
Follow
the
instructions
below
to
create
an
internal
guide
for
keyword
selection
for
your
website.
1. Visit
OpenSiteExplorer.org.
This
is
a
free
online
tool
that
allows
us
to
measure
the
impact
of
links
to
our
websites
and
measure
domain
authority.
2. Enter
your
address
into
the
open
field
and
press
“Search.”
3. Your
domain
authority
is
calculated
immediately
and
placed
at
the
top
left
of
the
results
page.
4. Follow
the
table
below
when
selecting
terms
that
are
viable
for
your
website.
If
your
Domain
Authority
is:
Target
phrases
with
monthly
searches
of:
Less
than
30
Less
than
100
30+
100-‐1,000
50+
1,000-‐3,000
70+
3,000+
Questions?
Please
contact
me
directly
Chris
Sietsema
480.389.5435
[email protected]
www.teachtofishdigital.com
|
480.389.5435
Copyright
2013.
Teach
to
Fish
Digital,
LLC
