Google AdWords Keyword Planner: instructions for use. Google AdWords Keyword Planner: instructions for use Collecting keywords for google adwords

We've released a new book, Social Media Content Marketing: How to Get Inside Your Followers' Heads and Make Them Fall in Love with Your Brand.

The tool itself offers the following selection options:

Select the first item.

Let's see what keyword options he finds for the word “roses”:

In the column “Your product or service A » indicate the name (roses, bicycles, etc.).

You can also specify a landing page if there are different groups of requests leading to different sections of the catalog, such as in online stores or service sites.

Unlike Wordstat, in the “Planner” it is possible to select a product category, such as “Gardening”. This greatly simplifies the search for keywords, because... unnecessary words (movies with the word “rose” in the title, perfume, the female name “Rose”, etc.) are automatically eliminated. In our case, we need the category “Gardens, terraces, patios”.

Targeting

The following are offered as targeting criteria:

• "Location" You can select a target city/region or several where the activity is carried out. There is no point in showing advertising throughout Russia if your services are distributed throughout Moscow and Moscow Region.
• "Language". Google is focused on global coverage and therefore can be configured in any of the languages ​​provided.
• "Negative words" Additionally, you can add words for which queries will not be shown.
• Click on “Get options” and see what happens.

Keyword statistics in Google

Here you can see variants of keyword combinations with the word “roses”, the average number of requests per month and the level of their competition.

The keywords are chosen quite accurately and in accordance with the topic.

Now let's look at the result of Wordstat selection:

The results are more “junk” and need to be diluted with negative keywords. However, Yandex shows us synonyms and queries similar to the one we are looking for.

For the more specific “buy roses”, Wordstat gives more options. In addition, it makes it easier and faster to collect low frequencies.

Keywords for the query “buy roses”

Google Adwords keywords for the query “buy roses”

Conclusion

Comparing the work of the two tools Yandex.Wordstat and Google Adwords, I would say that it is best to use these two tools together.

Yandex Wordstat is much faster and easier to use.

However, despite the difficulty of selecting keywords in Google, the tool itself provides more information for analysis and many additional opportunities for collecting high-quality synonyms.

Hi all!

I apologize to you, dear visitors, this lesson should have been published a long time ago. I missed this point and I’m very sorry, but today I’ll catch up and tell you about the Google Adwords keyword planner. And also, I would like to devote a small part of the lesson to Adwords match types. But let's talk about everything in order and let's start with the planner.

Keyword Planner is a tool that allows you to view data about keywords entered into Google searches.

It seems like nothing new compared to Wordstat, but the planner’s trick is that it displays not only the number of views per month, but also shows the level of competition for the selected key and recommends a bid.

Here, look at the screenshot:

How to use the keyword planner?

We are greeted with several tabs at once, but we are more interested in the first one - searching for new keywords by phrase, site and category. Click on it and a work area with a field for entering keywords and search settings will appear:

And before we start searching, let's set up filters. Click on the “Keyword Filters” tab and make the following settings:

• The average number of requests per month is greater than or equal to 50;
• The level of competition is medium and low;

Then, in the “Your product or service” input field, enter a phrase that describes your niche. I will write - Yandex Direct:

Click on the “Get Options” button.

Well, look at the results:

For ease of use, I recommend downloading the entire list of proposed keywords into a csv file; this can be done by clicking on the “Download” button:

And select the desired file format, namely CSV (Excel):

Open the file you just downloaded:

As you can see, all the columns here are in English, and some of them also have some strange numbers. So, what does each column mean:

• Ad Group – The group to which the phrase belongs. The “Seed Keywords” value is applied only to the phrase that you used for the search, in my case it is the phrase “Yandex Direct”. The “Keywords Ideas” value is used for the found phrases;
• Keyword – keyword;
• Currency – currency;
• Avg. Monthly Searches (exact match only) – number of requests per month;
• Competition – level of competition. Numerical values ​​are used here to indicate the level of competition:
  • up to 0.33 – low level of competition;
  • up to 0.66 – average level of competition;
  • from 0.67 – high level of competition;
• Suggested bid – recommended bid in rubles;

By working with this file, you can prepare an entire advertising campaign for uploading to Adwords via Google Adwords Editor (). Be sure to read the lesson on working with Adwords Editor, it is a very convenient tool and greatly simplifies the work of Google contextual advertising.

As you can see, the Google Adwords keyword planner is easy to use, but you can get additional information (bids, competition) and customize it the way you need, which you can’t do with Wordstat. I really hope that Yandex will soon improve the Wordstat service and it will be as convenient to work with as with the scheduler.

But that is not all.

Adwords match types.

At the end of the lesson I would like to touch on match types.

Match types are the same keyword operators in Yandex Direct.

So there are 5 of them in total:

• Broad match is the default for all keywords. That is, the phrase - Yandex Direct - has a broad match. This means that an ad using this phrase will be shown whenever this phrase is used in a query;
• The broad match modifier is already an operator and is denoted by a plus sign. Example: +Yandex +direct. If this operator is placed before the words in a phrase, then the ad will be displayed whenever the search query uses words from the phrase you specified in modified or similar wording (but not synonyms). Example:
  • Phrase: +men's +shoes
  • Search query: shoes for men;
• Phrase match - this operator captures the key phrase, but may contain additional words. That is, the search query must contain the key phrase you use, in the wording in which you specified it, but may contain some other words, only under this condition the ad will appear. Indicated by quotation marks (“Yandex Direct”). Example:
  • Phrase: “Yandex Direct”
  • Search query: how to set up Yandex Direct;
• Exact match – the search query must be exactly the same as the keyword. Indicated by square brackets – [Yandex Direct]. Example:
  • Phrase: [football boots]
  • Search term: soccer boots;
• Negative match are regular negative keywords. As you understand, they are indicated by a minus sign;

There are more likely 4 than 5 operators, but that’s Google’s classification.

The only thing I want to say about operators: use them very carefully so as not to cut off a significant part of the traffic. Well, you know the consequences.

You can set match types for keywords in the Google Adwords interface. In the “Keywords” tab, click on the keyword phrase and a small window will appear where you can apply one or another type of match:

As for Google Adwords Editor, read the lesson where I described the process of transferring an advertising campaign from Direct to Adwords.

That's all, dear friends. Even though I’m late today, it’s already one o’clock in the morning by my watch, and tomorrow I’m going to the city, paying that same big fine that I talked about in the lesson about.

Goodbye!

Instructions for beginners on selecting keywords in AdWords

Hi all! Today’s article, as usual, is intended for beginners in the field of Internet marketing who get lost in various lengthy discussions about collecting keywords, do not grasp the essence of the process and abandon their endeavors.

So, you’re just starting to get acquainted with Internet marketing, and you don’t yet know which way is best to approach it. funds do not allow it, and it’s high time to include keywords in the texts on the pages. You may not even know what keywords are or why they are needed. This doesn’t matter: using the universal example of an online store, we will understand the basics of online marketing and learn how to select keywords (create a semantic core).

Preparatory stage

First you need to decide on the category for which you will select queries. We will proceed from what you have available, which may look something like this:

Resource type: online store.

Region: Minsk, Belarus.

Language: Russian.

Task: selection of queries for a specific category, extension .

Now a little terminology. Queries that can be combined based on one characteristic (color, price, season):

• buy white sneakers.
• sneakers inexpensive.
• etc.

merge into one semantic group.

Interaction with Google Adwords

The guide is intended for beginners, so we will look at the procedure for collecting key queries using the example of only one tool, which is called.

Register and go to the Adwords service page. The main window awaits you, where you need to open the “Tools” menu and go to the “Keyword Planner” section.

On the next page of the service, select “ Search for new keywords by phrase,…».

A form will open in which you need to specify the basic filter parameters. Among them:

• Region – Belarus.
• Russian language.
• A series of queries in the “Your product” line.
• In the “Keywords under consideration” window, the main keyword with its word forms is written. If you leave this field empty, the service will offer you requests for different shoes and clothes.

After entering the initial data, click “Get Options”. As a result, you will see a report generated by the service.

Go to " Keyword options" and press " Show/hide chart" To add a specific keyword to a group, click the button in the corresponding column. All pressed buttons are marked with red and arrows with numbers.

Creation of a semantic group

The name of this stage sounds solid and even a little scary, but in practice everything is much simpler than it seems to the uninitiated user. The problem is that newbies almost always make the same blunder of adding all the queries they find into one plan. All phrases containing the word “sneakers” are combined – the result is a vinaigrette of queries of various types, which are difficult to understand.

It is impossible to optimize a page for such a diverse group of keywords. And if there is no normal optimization, then there can be no question of promotion. In order not to step on the rake that all beginners go through, select queries as follows:

1. Adding queries for a narrowly targeted semantic group. As an example, we take inexpensive men's sneakers: not children's, not black, but specifically men's. Accordingly, all queries in which the words “cheap men's sneakers” appear are added to the semantic group (the inflection can be any). Geo queries (indicating the region - Belarus, Minsk, etc.) are also suitable here.

In this way you will collect a number of keywords from the target group without including information, branding and other requests. To see the list you created, click the " My options…».

It will be easier: after adding all target queries to the group, you need to click the “Download plan” button. Then, in the small window, set the necessary parameters (for example, the display format “CSV (Excel)”) and click “Download”.

This completes the selection of queries for the first semantic group. You can be satisfied with yourself, the first important step has already been taken.

2. Expansion of the semantic core - selection of brand queries. Once you have created your target semantic group, you need to view the full list of brands available on your online marketplace in the Men's Sneakers category. Next, you start adding queries that include brand names to a separate plan. Such queries are of great importance for promotion and can bring significantly more traffic than general keywords.

Each brand is an independent group, promoted on a separate page of your website. Example: a search for the brand “Nike sneakers” is much more frequent than the general phrase “Men’s sneakers.”

Based on this, we draw a logical conclusion:

Promotion without branded queries in the topic under consideration is fraught with sudden death on the Internet, since most of the traffic comes from the names of manufacturing companies.

To promote queries, you need branded pages that are indexed by search engines. These pages should provide the ability to place optimized texts, meta tags, etc.

3. Further expansion of the semantic core - selection of words using filters. The main semantic group has been created, brand queries have been added. Now you need to study what filters are in the category in question and select keywords for them. Size, color, price - collect keywords using all available filters, create semantic groups from them and begin promoting them on the relevant pages.

conclusions

After analyzing queries for a certain product category, you will have a number of semantic groups on hand:

• For targeted requests.
• By brand.
• By filters (size, color, season, etc.).
• Geo queries. We chose one region, but in practice there may be more.
• Multilingual. If there is a version of the category in another language, then you need to collect keywords for it. This is done by setting up filters and changing the language in which keywords are written.

As a result, you will have hundreds of queries, clearly divided into semantic groups. For each group, you define one landing page on which the keywords included in its composition will be promoted. Since requests are separated by groups, website promotion, be it creating meta tags, ordering texts or purchasing links, will be much easier to implement.

Moreover, thanks to this ordering, you will immediately notice which promotional activities give the maximum effect.

If you ignore the above recommendations and simply collect all more or less suitable requests, you will not be able to adequately analyze the dynamics. As a result, it will be difficult to figure out which promotional activities are beneficial and which ones can be abandoned to save the budget.

In addition, Yandex and Google, different algorithms the formation of search results, tips, and, accordingly, popular queries are also different. This means that in order to get the maximum possible traffic from Google, we need to collect semantics on it. In this article we will look at how to do this completely free of charge, spending no more than half an hour.

2 ways to get statistics on queries in Google Adwords

There are two ways to view keyword statistics in Google Adwords:

• in the keyword planner (keyword planner);
• in impression statistics for key phrases (for a running advertising company).

Let's look at both methods one by one and look at a real example. But first you need to register an account with Google Adwords. Go to adwords.google.com and click "Start".

Then enter all the data necessary for registration and indicate the site that in theory would like to advertise. Replenish your budget and run advertisements at the same time NOT REQUIRED, we will simply use the necessary tools.

Google Keyword Planner

After registration is complete, go to the main page, click “Tools” and select “Keyword Planner” from the drop-down list.

On the page that opens, go to “Search for new keywords” and enter the query for which we want to check the frequency. Let it be “buy a laptop” and click “Get options” at the bottom.

On the screen that opens after this, we can familiarize ourselves with the statistics and make the selection we need.

Targeting. Here you can set the region for which statistics are required, the query language, negative keywords, and also add Google search partners (sites that host Google searches). For example, let's look at the query statistics for Moscow (you can select any other region) and add the negative word “boo”.

Date range. Here you can select the time period for which the data will be analyzed. We recommend setting the latest calendar year.

Search options.

As a result, we received the following data. Dynamics of request volume by month. This diagram will help to identify the seasonality of demand, as well as the “hottest” one of the year.

Just below we see statistics showing on average 4400 requests per month(based on the last 12 months), level of competition and recommended rate. This is extremely useful information for launching an advertising campaign in Google Adwords.

If you have previously launched an advertising campaign, then you can see additional information on the statistics of queries in Google Adwords by monitoring for which queries your advertising was shown. To do this, go to the section "Reports" and create a new one in the form of a table.

Then, in the “Targeting” section, find the Search term and drag it into the table field. Then the data obtained in this way, in any convenient format, including an Excel file, can be saved on your computer, and then cluster or make a sample of interest. The figure below shows real data for one of our clients, where 1894 unique requests! Isn't that cool?

Among these queries, you can select all queries that indicate company names, phone numbers or competitors' website addresses, and add these keywords to your companies in KMS and/or on search.

The second use case is to improve SEO optimization of a website or an individual page: SEO optimization using the example of an article.

Also, these statistics will help determine the real needs of users:

• intends to buy, but not soon;
• evaluates proposals from different companies;
• ready to buy right now;
• will not buy, looking for general information.

Another example of collecting statistics on queries

For example, our company repairs computers and hardware in Moscow. At the same time, we have a fairly limited budget for advertising, so we want to find keywords for which there is the lowest competition (few advertisers), so that advertising can be a priority choice for users and thus get the maximum number of conversions with minimal coverage.

1. The query for which the words will be collected: “laptop repair”.
2. Region: Moscow.
3. Level of competition: low.

Here are a few of the 300 keywords that the system showed us, among which the request looks very promising "tablet repair". You don’t have to rely on the recommended bet level here, since in fact it can differ significantly from the real one, both with a “+” and a “-” sign.

After checking the request "tablet repair in Moscow" We didn't find any advertisements.

Therefore, we can conclude that Google Adwords query statistics are a treasure trove of useful information that, if used correctly, has enormous potential. But whether you use it or not depends entirely on you.