After about a year of replacing its ‘Keyword Tool’ with a more capable ‘Keyword Planner’, Google has released an updated version of the tool. This brief post discusses the new features that the search giant has added to Keyword Planner and what they translate into for online marketers and businesses.
Keyword research is an integral component of every search campaign, whether we talk about Search Engine Optimization or Search Engine Advertising. In order to focus your efforts in the right direction and optimize the ROI of your campaign, it is extremely important to find out the potential of keywords relevant to your business and constantly evaluate the business they generate.
On April 24, Google added 10 new features to its much revered Keyword Planner tool, which now gives a much refined overview of keyword credentials and performance. Let us take a closer look at the update.
1. Time Bound Reports
This new feature enables marketers to analyze the search trends of targeted keywords in any period of time. This feature will definitely help marketers to assess seasonal fluctuations and decide the best time of the year to target certain keywords. As highlighted in the screenshot, the feature is conveniently placed in the left column of Keyword Planner.
2. Time Period Search Volume Comparison
This feature enables marketers to compare average monthly searches for the keywords being targeted. Users can simply select the time periods to be compared and the tool does the rest. The keyword planner generates a clear graphic representation of the search volumes of target keywords, helping marketers in deciding the keywords on which they need to focus and separate the ones to be dropped.
3. Mobile Trends Report
Arguably the most useful feature bundled in the update – Mobile Trends lets you compare the volume of mobile searches done using the target keywords with total searches. Thus, using this feature will help marketers to increase the number mobile conversions by choosing more competitive keywords, and tap into the immense potential held by the rapidly expanding mobile internet market.
4. Device Breakdown
When executing a search campaign, at times it is important to know the source of the searches you use to formulate your efforts and overall strategy. Keyword Planner now comes with a ‘Breakdown by device’ option, which enables marketers to check the device used for the searches. The tool provides data for three device types – computers, mobile devices and tablets.
5. Location Breakdown
When it comes to search marketing and advertising, it is extremely important to be absolutely clear about the locations that are bringing in potential customers. The ‘Breakdown by location’ feature provides a clear depiction of the searches conducted in different regions using the targeted keywords. This information is sure to help marketers in improving the focus of their initiatives.
6. Change in Search Volume
In the highly dynamic world, change is perhaps the only constant. Thus, it is critical for marketers to be aware about any change in search trends of target keywords. Keyword Planner can now be used to find out the exact change in the search volumes of target keywords. Based on the findings, marketers can select the most promising set of keywords to include in their campaign.
7. Flexible Period Estimates
The tool not only provides daily cost estimates, but also allows the users to find out Monthly, Quarterly, or Annual results. In fact, as illustrated in the screenshot below, marketers can select any period of time to get an estimate of the projected clicks per day, impressions per day, cost per day, and ad position. All in all, it is definitely a useful addition to Keyword Planner.
8. Device Segmentation and Bid Adjustment
The bidding system integrated in the tool also gets a revamp with the update. Keyword Planner now gives marketers the ability to keep track of mobile bids with exceptional seamlessness. The tool provides data as well as graphic representations of the projected bids, and at the same time, allows marketers to adjust their primary as well as mobile bids as per their budget and focus of campaign.
9. Sub-Geo Segmentation
Sub-geo segmentation is yet another useful addition to the Keyword Planner. This feature enables marketers to segregate the results of different sub-regions of the locations being targeted. The data helps marketers to determine the regions that are delivering conversions and those that are not. Thus, the feature helps them to make necessary changes to their strategy as and when required.
10. Sub-Geo Bid Adjustment
This is another handy feature included by Google in the update. In addition to providing a sub-geo overview of the clicks, impressions, click through rate and average cost per click, the feature enables marketers to adjust sub-geo bids to enhance the focus of their strategy, reduce overall costs, and enhance the ROI of their search campaign.
That pretty much sums up the changes in Keyword Planner and how these changes can help marketers to improve their tactics and deliver higher ROI for their business. If you wish to learn more about Keyword Planner and its features, simply share your questions in the comments section.