"Keyword Planner," an essential tool in the realm of performance marketing. It can accomplish a task that might take a human a long time in mere seconds. So, what is this keyword planner? How does it work? Today, I'll provide answers to these questions, but first, there's something we need to cover. What is a keyword?
Imagine your most recent search on Google. You hit Enter. What did you see on the page? Did you find what you were looking for, a product page, or another relevant website? Take another look. The first thing you see is advertisements. In fact, the exact phrase might be "paid sponsored ad." Depending on your search, you might encounter multiple ads. How do these ads appear? Even if you're searching for a specific brand, the first page might not be that brand's page. It could be a shopping website. How does this happen?
There are various types of ads, but today, let's focus on search ads. Advertisers want their ads to appear when you search. For example, if you type "Sellf Media," we want to be the first thing you see. "Sellf Media" is our name; if you type it, we appear. But how can we reach people who aren't searching for us? We also want to appear when someone types "digital marketing agency." We want to show up when someone searches for "advertising agency." Essentially, we want to be visible for any search related to us. While creating our search ad, we include words, or "keywords," that we believe you might use when searching for services like ours. As a result, when you search using those keywords, our Sellf Media ad pops up.
So, how do we choose these keywords? What's the basis for finding them? We have two primary methods. One is putting ourselves in the customer's shoes. We ask ourselves, "What might someone looking for this service search for?" Then, we conduct online searches and examine other ads in the same industry. We note down which keywords trigger ads for competitors in our sector. We collect and refine this data through research, converting it into usable keywords.
While manual research provides certain results, it can be time-consuming. The Keyword Planner tool accelerates and simplifies the process significantly. In short, it prepares keywords for you. There's just one thing you need to do: input a general keyword related to your industry. If you want to enhance results, you can input your site's URL. Press Enter, and voila! Your keywords are ready. Using Keyword Planner is as simple as that.
Google employs its massive data repository to provide this service. After trillions of searches conducted over the years, they possess data related to virtually every topic. They know which keywords people have searched for, how frequently, the average monthly search volume, the competition for a given keyword (how many others want to advertise using the same keyword), the cost to be at the top of the results for that keyword, and numerous other data points. They share this data through Keyword Planner. By selecting the most suitable keywords from the list, you can adjust your ad. For instance, if your budget is limited, you might focus on keywords with lower competition. As an example, let's examine the data for the keyword "t-shirt." In June, it was searched 90,500 times, and there's high competition. The cost per click ranges from 1.48₺ to 5.58₺.
This data helps us, as marketers, select the most effective keywords for our clients' ads, ensuring they receive the best possible results. Thanks to Google's collection of data from searches and its presentation through Keyword Planner, it has become a trusted tool for performance marketers. It's safe to say, Keyword Planner is an indispensable asset.
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