Square Social on The New Keyword Planner

David Duncan, Square Social

An Introduction to Google Keyword Planner
You may or may not have noticed a recent addition to your Google Adwords account dashboard last month. The Keyword planner tool can be found under the tools and analysis tab at the top of your dashboard.

Google has made it clear that this new tool has been designed to supersede the standard keyword tool that is currently in place, so it’s worthwhile getting to grips with the keyword planner now during this short changeover period. This will soon be standard practice for an SEO Company.

Why Introduce Keyword Planner?
Essentially, keyword planner was intended to be a slicker, combined version of the keyword tool and traffic estimator and it’s obvious that speed and accuracy of campaign set-up and management were at the forefront of the Google’s mind when designing the new tool.

Where To Get Started
Once you have clicked on the keyword planner tool you are asked to choose one of 3 routes:
• Search for Keyword and Ad Group Ideas
• Enter or Upload Keywords to get Estimates
• Multiply keyword lists to get Estimates

This article will focus primarily on the use of Keyword Planner from an organic search approach rather than a Paid/Ad words approach, which will be covered in a separate article in the near future, discussing the merits of Keyword Planner for an SEO Company.

When researching keyword ideas for a new campaign the best route to go down is the first one: Search for keyword and ad group ideas. This is because Google will do most of the hard work for you in the first instance by finding keyword ideas analogous and relevant to the words you enter.

How To Search For Keyword Ideas
One of the superb additions which the tool brings to keyword research is its ability to localise the search volume by geographic area. Thus, in this example, say for instance you are a printing company based in Norfolk that caters for clients only in the East Anglia region; it is now possible to see exactly how many people per month are searching for your chosen keyword ideas.
A couple of points to note about the way the results are presented.

First, the results shown are ‘exact’ match as default. Exact match meaning that the results won’t contain any other words apart from the keywords selected for the search. With Google keyword tool you are presented with ‘broad’ match results set as default.  Thus, the traffic estimation is far more accurate and you don’t always have to remember to switch from broad to exact like before with the keyword tool.

Second, the results are presented in Ad Groups as default. I think this is a tidy change in contrast to the keyword tool, which lists hundreds of keywords, uncategorised and requiring a great deal of time to sift through them. Of course, this option is still available for those who prefer it; just not set as default.


In my research and experimentation, I picked the Ad Group, Cheap Brochure Printing, as a starting point since this is related to my initial keyword search for ‘brochure printing’. Clicking within the group reveals a selection of keyword ideas and respective ‘exact’ monthly traffic volumes, which are relevant to ‘brochure printing’. However, a quick scour of the list informs me that traffic volume for ‘brochure printing’ within the East Anglia region is fairly limited – around 30 combined - and instead my eyes are drawn to ‘leaflet printing’ and ‘flyer printing’ which receive 400 exact monthly searches in EA. With this information I can then make a more informed decision on whether my time is best spent optimising the brochure printing landing page for an inconsequential keyword or invest my time and money elsewhere.

In summary, the new keyword planner tool is a welcomed addition to Google’s toolbox, especially for businesses to geo-target their SEO and advertising efforts. Additionally, the interface is much slicker and user-friendlier than the old keyword tool.

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