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MKTG 349 Week 5- Keyword Planner

After entering an inquiry into Google, you have already used a keyword. Keywords are the terms or phrases that users may use to search for a product or service. Selecting the right keyword for a Google ad to appear can prove challenging. Google Ads’ Keyword Planner allows advisers to choose beneficial keywords by identifying new keywords and their search volume.


Keyword Planner is a diverse tool that helps advertisers choose keywords for Google Ads. In Todd Kelsey’s Introduction to Search Engine Marketing and Adwords: A Guide for Absolute Beginners, the author discussed the Google Ads’ tool Keyword Planner. The tool helps marketers by generating keywords for Google Ads. An advertiser can enter a few keywords with a link to the website or only a website link to generate a list of keywords. In the example below, a list of keywords was generated using Minelli’s Marketing Blog. The list includes a range of bid prices that indicate the price range historically paid for an ad to appear in a Google Search using the keywords. The competition column indicates the level of competition expected for the keywords based on the number of advertisers bidding. For example, the keywords “about social media marketing” have low competition, and “ad linkedin” has medium competition. Certain keywords require higher bids to allow an ad to appear on the first search page due to competition. Keyword Planner allows advisers to find keywords for their ads based on their website.



Advisers should inspect the search volume metric. Kelsey describes search volume as the amount of people searching for your keyword. The average monthly searches column displays the average amount of times the keyword is searched. In the example above, the keyword “ about social media marketing” is searched 10-100 times over a 12 month period.  Keywords with low competition and price range may have less clicks because less people are searching using the keywords. High price and competition keywords can have a higher number of searches. An advertiser must find the best keywords based on their budget, competition, and the search volume. 


Keyword Planner is a valuable tool for advertisers using Google Ads. The tool identifies new keywords for ads. Keyword Planner identifies the competition and bids for keywords. The tool tracks the search volume for keywords to help advertisers make informed decisions when choosing keywords for Google Ads.


References:

Kelsey, Todd. Introduction to Search Engine Marketing and Adwords: A Guide for Absolute Beginners. Apress, 2017. 


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