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A Key to Local Targeting: The Google Keyword Planner

As announced by Google quite some time ago, the popular search keyword tool has been discontinued permanently. From now on, finding out which keywords a user typed in to reach the site, and researching keyword ideas will only be possible with an active AdWords account. In general, there are four main differences between the former Keyword Tool and the new Keyword Planner that need to be taken into account.

A key to local targeting: Addressing target audiences also on a city level

A key to local targeting: Addressing target audiences also on a city level

The new functionality combines the functions of the Keyword Tool and the so-called “Traffic Estimator” to facilitate the planning of search campaigns for advertisers. According to Google, the planner is particularly helpful for beginners to manage the settings of search campaigns.

The previous functions “local monthly searches” and the column “global monthly searches” are combined and now show the value of “average monthly searches”. In the future these two important metrics cannot be researched separately anymore. In addition, there is also no distinction to reveal whether the search was carried out through a mobile device or a PC. In the end, this leads to significantly higher results for the search volume.

As far as the CPCs are concerned, according to Google the new values of the click prices in the column “average CPC” are far more exact than before. Unlike the previous limitations to country and language region, it is now possible to limit areas down to a city level. This lets you create search term campaigns that are even more target group specific.

https://adwords.google.com/

https://adwords.google.com/

How do keyword analyses work with the new planner?

In your AdWords account you can find the Keyword Planner in the tab “tools and analysis”. The next steps should explain how the tool can be used for keyword research and to create analyses.

https://adwords.google.com/

https://adwords.google.com/

The tab “enter or upload keywords to see how they perform” should be selected if certain keywords have already been established and you want to have an insight into the search volume of these terms. As a next step, in the first field you can add keywords to the analysis. Details such as country, language, etc. are often already adjusted, however, checking it again does not do any harm. Those regions and languages in which the website should be advertised should be defined.

https://adwords.google.com/

https://adwords.google.com/

The next image contains the tabs “ad group ideas” and “keyword ideas”:

https://adwords.google.com/

https://adwords.google.com/

The tab "keyword ideas" contains the desired keyword and further keyword combinations that are relevant to the topic:

https://adwords.google.com/

https://adwords.google.com/

By using the little arrow in the keyword line, the additionally gained keyword ideas can be added to the personal plan:

https://adwords.google.com/

https://adwords.google.com/

If you move the cursor over the little diagram, a chart appears, showing the development of the keyword over the past 12 months.

Conclusion:

Using the Google Keyword Planner has become significantly easier for beginners and inexperienced users. In addition, the improvements in the regional targeting, where now not just countries can be selected but also regions and cities, pay off. Especially in the field of local SEO you have significant advantages when it comes to localizing target regions. Therefore, via the upload of CSV data, up to 10,000 keywords can be inquired. A disadvantage of the Keyword Planner is that it offers fewer options for filter and settings. Global and local search trends can only be inquired via several steps and mobile search volume cannot be displayed separately from the PC search volume anymore. As a consequence, the results only reflect the consolidated data of all devices.

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