Google has replaced their Keyword Tool functionality with something much better – a Keyword Planner. According to the company’s own explanation, they have combined two tools – Google Keyword Tool and Traffic Estimator – to make it a lot less difficult to plan and implement keyword search campaigns.
The following are some of the things that you can use the new tool for:
- finding new keywords for your websites and publications
- brainstorming meetings for new approaches to marketing
- researching a new innovation for your company
- studying your target market to develop new campaigns
There are both positive and negative aspects to the changes in functionality. On the one hand, the process has been streamlined and made much easier for individuals and companies to manage their keywords, but at the same time some functionality has been restricted to Google Adwords Account owners only.
Advantages of Google Keyword Planner
The two main new advantages of the Google Keyword Planner are that it allows you to streamline your target market to local areas like never before. As Google’s mapping, satellite imagery, demographics, algorithms and data delivery ability has improved over the years, you are now able to target very specific local markets. For instance, not only will you be able to check keywords for all of Sydney, but on a local level you can even target it to the Bondi Beach area if needed.
Google Keyword Planner Drawbacks
Despite this, many users feel somewhat inconvenienced because of the way that the new Keyword Planner has been implemented. The new Google Keyword Planner requires users to be logged into an AdWords account at all times. Furthermore, certain functionality is only available in the paid version, whereas previously it was free. While this has caused some users to become irate, it was inevitable that Google would make a move like this as their products are always under constant development with a view to monetise when successful.
Most of the criticism levelled at the changes to the traditional Google Keyword Tool is that it is essentially two products shoe-horned into one. This has caused some users consternation over missing features, some redundancies and of course tracking of their own use of the product.
How to Use the Keyword Planner Effectively
Regardless of how you feel about the changes to the Google Keyword Tool, it is still important to keep abreast of the latest changes. SEO companies and individuals concerned with using SEM principles in their on-line business will create an account, learn to use the available tools effectively and possibly even upgrade to some of the advanced features.
Essentially then, Google has made it easier for new users who are adopting their SEO techniques for the first time to deal with the learning curve in a streamlined interface where the most-used tools are easy to find.
The following are some of the interesting things that you can do with a Google AdWords account that might help you make the most out of the latest updates for your business:
Brainstorming – Finding new keywords and ad ideas is still as easy as it once was. There are many ways to search for ideas; you can search for terms related to a keyword, a website, a certain discipline or field, or any other category that might be relevant to your business.
Organising – The improved Google AdWords interface will also make it easy for you to get clear on your ideas and put them all together in one, easy-to-see plan. This makes it much more effective when it comes to teamwork as well, as your marketing team will be able to easily follow the plan you have created. Anyone can modify the keywords and categories used in the plan at any time and reports can be returned that will help to understand what direction to take your marketing campaign into.
Understanding – The improved functionality will also help you to understand the success of your campaign in more detail. You can retrieve reports on a daily frequency if that is needed.
Ultimately, the improvements to Google AdWords and Keyword Tool will allow your business to create campaigns that are easier to manage and administer; if you find the features extremely useful and helpful to your business and you need the upgraded version, then this is also a highly affordable option.