As consumers and internet users we are constantly using keywords. When we type searches into Google or any other search engine, we are utilizing keywords. According to class notes, “consumers use keywords to define what information, product or service they are looking for”. The keywords that consumers use help marketers to collect information about their behaviors and better serve them in their searches. For instance, keywords let marketers know how far into the search process a consumer is. If someone were to search “mountain bikes” on Google, it could be assumed that they are just doing some basic, preliminary research regarding mountain bikes. If that same consumer searched “mountain bikes for sale” or “best mountain bikes” a marketer could assume that this consumer is farther along in their search process, they are now actually looking towards purchasing a mountain bike. “Long tail keywords typically tell us that a user is farther along in their research/purchase decision process.” (Sutton) At this point a marketer could decide to use Google AdWords to promote their business to convince this consumer to convert on a purchase.
A supplemental tool to Google AdWords is the AdWords Keyword Planner. The Keyword planner is used with Google’s Search Network. The Keyword Planners basic function allows users to “search for keyword and ad group ideas, see how a list of keywords might perform, and even create a new keyword list.” (Google Support) The Keyword Planner allows users with the most accurate data about the traffic and popularity for a respective keyword. This is useful to marketers because it allows them to see which keywords are popular, what their competition levels are and what the suggested bid for a respective keyword would be. All of these elements contribute to a successful AdWords campaign. For a campaign surrounding Tesla Motors a marketer may want to see what keywords would be most beneficial to this brand. Using the Keyword Planner, the marketer may search “top electric cars”. From there, they could judge how many people on average, are searching this given keyword. This intel tells Tesla if it should consider bidding on this keyword. If it is a highly searched term, they would want to show up when a consumer searches “top electric cars” to maintain its prestigious reputation. When Tesla uses the Keyword Planner, they can also see how competitive this keyword is. This means how many other marketers are trying to show for this keyword on Google. This is vital information for a marketer to take into consideration when trying to make a successful AdWords campaign for a client. Also available in the Keyword Planner is the suggested bid amount. The suggested bid amount helps marketers to determine what a certain keyword or ad group may cost them in AdWords. The information that can be obtained using the Keyword Planner is the first step in building effective AdWord campaigns.
Choosing keywords is an important factor for any AdWords campaign. Different keywords may rank differently among different demographics. The Keyword Planner has the ability to be set for a certain country to ensure that the best and most accurate results for a given geographic region is used. Referring back to the Tesla example, a smart digital marketer would run different searches for the different countries that Tesla does business in. “Saloon” is another word for a car in the United Kingdom. In the United States, that means something completely different. Tesla would be wasting money and time if they tried to use the same keyword in the two different regions. Keyword Planner settings allows you to compare different keywords over time to see how they perform. Understanding how a marketer can manipulate Keyword Planner settings is useful when trying to build a successful campaign.
In conclusion, the Keyword Planner is a great start for any digital marketer looking to create a successful campaign with useful ad groups. The Keyword Planner assists with the research portion of AdWords. By gathering intel on what keywords work well, which keywords are important to focus on, and what that will cost a campaign a marketer has the ability to hit the ground running in Google AdWords.