Online Marketing Success – Step Six: Strategize with Google AdWords & Keyword Planner

Welcome back to the 10-part series of John Potter Media’s Online Marketing Success.  If you’ve missed steps 1-5, they are available on our news page here.  So far we’ve covered Web Design, various Google tools, and tracking your rank.  Today we’ll look at another great Google tool:  Google AdWords and Keyword Planner.

Google’s AdWords Keyword Planner is one of the most user-friendly internet marketing tools.  It optimizes your online visibility through efficient keyword planning and helps you plan targeted advertising campaigns for specific products.

To get started with the Keyword Planner you need to obtain an account with Google AdWords.  This program is an ideal solution for small businesses with limited budgets.  It uses a pay-per-click model which allows you to set your budget so surprises don’t set you back.  It is a free tool to obtain and it is easy to set up.  With countless features, your online marketing plan will be streamlined and optimized to draw your intended audience to your website.  AdWords is a tool that allows you to place an ad within your directed search terms.

The Keyword Planner tool within Google AdWords helps you learn what keyword strings, or phrases, your customers use to find your services and products.  Keywords drive internet users to your website which, in turn, increases your revenue.  When used wisely, you’ll grow your business and your online presence.  Consequently, keywords that are poorly chosen will hurt your Search Engine Results Page ranking making you difficult to find.

So what keywords are right for your business?

  • Good keywords are those that many people are using. A high number of searches using a specific ‘string’ of words will help raise your rank in the search results.
  • Keywords with a low competition rating are good as well. If there are little to no businesses using the exact wording or string of keywords, then you will outperform your competition.
  • Keywords that focus on a featured product or service in your local area will rank you higher because the market is smaller.

Your Keyword Planner tool helps you select the right keywords for your business’s website.  You can search words and phrases using the tool to learn how frequently those searches are performed and how your competitors are using those terms.  The Planner lets you navigate the numbers so you aren’t using keywords that result in a needle in a haystack search.  This amazing tool is a great solution for finding keywords for your organic content or for paid search results.

When you use the Planner alongside Google AdWords, you have an effective tool to build a Pay-Per-Click ad campaign that will target your ideal customer.  The features of the Keyword Planner work with AdWords to let you select filters to further target your audience.  Language, geography, and product/service categories help narrow down what keywords will work best for you.

For instance, let’s assume you are a local plumber or dentist.  It doesn’t make sense for you to show up in search results across the country.  You can set filters to find the best keywords for your industry so users in your city and surrounding market will find you.

Generally, the Google AdWords Keyword Planner uses a broad match in their statistics by default.  However, it may be more beneficial to set the function to an ‘exact match’ which will narrow down the results for your use.  The negative match feature allows you to exclude words that don’t pertain to your business and wouldn’t garner any traffic to your website.  For example, if you owned a toy store and wanted to feature a toy pizza on sale, you could enter ‘food,’ ‘restaurant,’ and ‘menu’ into the negative match so you could avoid paying for ads for consumers looking for a pizza place for dinner.

As a business owner, you know how quickly trends change.  An effective feature with the Google AdWords Keyword Planner solution is the opportunity to see how keywords have trended over the last 12 months.  You need to be sure your keywords aren’t making you fall below the competitions’ ranks.

When considering what keywords work best for you, it is important to recognize your purpose.  Keyword strings that start with ‘what is…’ are a great way to drive people to your site looking for the information you have to offer– especially if your business if focused on services.  Conversely, if you sell a product, a smarter keyword string would be ‘who sells…’ or ‘where can I find…’

Keyword planning from a marketing perspective can be time consuming.  But, don’t let that stop you.  It is one of the most effective tools to growing your business online and will increase your customer base.

If you need help devising a marketing plan and advertising campaign, then give John Potter Media a call.  We utilize Google AdWords and the Keyword Planner tool to build a unique campaign specific to your market and end goal.  Call us today to get started at 978-808-3428.  You can also learn more on our Facebook page at  Look for Step 7: Creating Keyword-rich Content as a follow up to this article next week.