One of the most basic tools used in internet marketing is the Google Adwords Keyword Planner. It allows you to use keywords effectively to optimize your online presence. The marketing team at John Potter Media can help you to become familiar with the Keyword Planner and make it work for you.
Before using the Keyword Planner you need a Google Adwords account. The Adwords program is ideal for small businesses with a limited marketing budget. Using a pay per click model, it allows you to set a maximum budget so there are no surprises. The account is free to set up, and comes with a lot of different features to help with your marketing plan.
Keywords are important. Used wisely, they can drive traffic to your website and make you money. Poorly chosen keywords, however, can bury your website pages deep in search results.
- Good keywords have a high volume of searches. What this means is that you want to use words or phrases that a lot of people are using when looking for products or services similar to you. If very few people are using a specific search term, then it isn’t going to help raise your visibility.
- Good keywords have low competition. There aren’t a lot of websites using the exact words or phrase. Your company won’t be hidden behind countless others.
The Keyword Planner is an important tool in selecting your websites keywords. By entering several related words or phrases, you can see how often people search for different terms and how many other websites are using those keywords. You might find that the search terms you are using are bringing up millions of results, but a small change in phrasing will cut down on the competition.
The tool allows you to use filters based on language, geography, and other factors. A company that offers translation services, for example, might be based in the US but is seeking clients in Europe or Asia. Likewise, that company might want to make sure that their advertisements are targeted towards users that aren’t using English, or are using specific languages.
The Google Adwords Keyword Planner generally uses a “broad match” setting. In some cases, you might want to set it to “exact match” to narrow down results. You can also use the “negative match” feature to make sure that your ad is NOT shown in the search results for specific keywords. This can be a great feature if, for example, your last name is “”Burger” and you own a small craft and gift store called “Burger Barn.” You can use a negative match for searches including the terms “restaurant,” “food,” and “menu” to reduce the chances that you’re paying for ads to people looking for a place to eat.
Another important feature is the ability to see trends over the last 12 months. Are your keywords growing in popularity? Are you falling behind in search results as more and more companies start using those terms? If a keyword that used to be highly effective starts to decline in search rates, maybe you can find a similar term and tweak some of your content to stay in the top results. You can update the terminology on your website to match trending keywords, and change the targeting of your ads to make sure they are shown to the most people.
It’s also important to consider your purpose. If the goal of your website is to offer information, then search strings using phrases such as “what is…” might be a great choice. However, if you are selling custom board games, you aren’t likely to get a lot of sales from those customers. Using terms such as “custom board games for sale” or “price of custom board games” will be much more likely to bring you traffic that converts to sales.
Like most areas of marketing, keyword planning can be confusing and time consuming. With their experience and training, the team at John Potter Media knows how to navigate the world of internet marketing to get you the best results for your budget. There are many different tools and methods to improve the visibility of your business and deliver solid results. Call us today and we can start working for you.
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