SEO

9 Creative Ways To Use Google’s Keyword Planner Tool

Published

2 years ago

May 5, 2022

One thing that attracts many entrepreneurial-minded spirits to the SEO industry is its dynamic design.

Strategies are changing continuously based on each client’s focus and industry, preventing proverbial cookie-cutter practices.

This is especially true when approaching keyword research.

There are many keyword research tools available, and each requires a unique creative focus to produce the best search opportunities.

For this article, I’ll home in on one tool from the internet Mothership that sometimes gets sidelined for SEO due to its ad-based focus: Google Keyword Planner.

Here, you’ll find nine Keyword Planner research tips that can help you target more profitable terms in organic and paid campaigns.

1. Choose Low Volume, High-Reward Keywords

First and foremost, you want to know which products, services, and keywords deliver the most profit.

With this information, you can create a list of seed keywords to launch your first plan of attack.

Generally, I focus on quality over quantity, which typically equates to low volume over high volume.

For example, one of our clients is an environmental consulting company, so getting someone to convert an organic piece of content for an “SWPPP Plan” could yield that company thousands of dollars in one sale.

Image from Google Keyword Planner, April 2022 low competition keywords

As you can see, search competition for many of these keywords is low, and volumes are rising for many relevant keywords in that space.

Due to increasing environmental concerns, keywords like these will continue to grow and make money for whoever captures their organic share.

Bonus Tip: If you’re looking for more accurate keyword volumes, use another keyword planner like Semrush or create a high bid using the max CPC on a keyword to better understand its total volume and monthly impressions.

2. Sort Keywords By Intent

Next, compile a list of keywords for each campaign and sort by intent.

Unfortunately, Google’s Keyword Planner doesn’t provide any filters for intent, such as commercial, informative, or navigational intent.

However, we can glean commercial intent from other keyword phrases by filtering keywords by Top of Page Bid in ascending or descending order.

For example, pages with higher Top of Page Bids typically have highly competitive commercial intent and imply relatively good conversion rates if advertisers are willing to bid so highly on these terms.

Image from Google Keyword Planner, April 2022 compile a list of keywords for each campaign and sort by intent

LinkedIn content marketing is a highly sought-after term with lots of competition based on this research.

However, you can flip this list in ascending order to discover keyword terms with greater informational intent.

Using our previous example of “SWPPP Plans,” we find informational keywords with low bids in ascending order.

Image from Google Keyword Planner, April 2022 flip this list in ascending order to discover keyword terms with greater informational intent

Bonus Tip: Using phrases like “buy,” “coupon,” “sale,” etc., will help you separate keywords by commercial intent.

On the other hand, terms like “best practices,” “top,” and question phrases will signify informational intent.

3. Take Keyword Ideas From Competitors

While several competitive research tools are available, including Ahrefs, Semrush, Majestic, etc., you can conduct competitive keyword research right in Google’s Keyword Planner.

In fact, right when you log onto Keyword Planner, they offer options to search for keywords using a seed keyword or a competitor website.

Image from Google Keyword Planner, April 2022 conduct competitive keyword research right in Google’s Keyword Planner

Google will provide a list of all keywords this website ranks for, and you can filter out keywords by brand name to get a good list of keywords a website is ranking for.

Bonus Tip: Click Organic Average Position in Custom Columns to see where this website ranks for specific keywords to generate ideas for success.

4. Skyscraper Content Using Page-Specific Keywords

You may notice that Google Keywords Planner provides a keyword overview of your competitor’s website and page-specific content in the image above.

If you were searching for topics and keywords for top or mid-funnel content that drives traffic to your website, you could use any of your favorite competitor research tools to see which pages are driving traffic to a website.

Of course, you could also manually input any webpage that your competitor outranks you for and discover other keyword ideas and variations.

For example, using Semrush, I found that this article on alternative search engines pulls in the highest annual traffic for Search Engine Journal.

I can see the most relevant keywords driving traffic to that web page by copying and pasting the link in Keyword Planner.

Image from Google Keyword Planner, April 2022 see the most relevant keywords driving traffic to that webpage

You could even bid on these keywords if you’re so inclined, whether you’re marketing an alternative search engine or an awesome piece of content.

Bonus Tip: Conducting page-by-page keyword research, you can discover other keyword variations Google ranks that page for that you otherwise would not have inputted in your content.

5. Satisfy Intent With Keyword Questions

Informative content answers as many user questions as possible.

This provides several advantages for your SEO and content strategy, including:

Ranking for rich snippet and answer box searches.
Satisfying user intent.
Outranking the competition by holding user attention for longer and garnering more clicks.
Ranking for even more keywords than a broad seed term.

Fortunately, Google’s Keyword Planner provides easy filters to input question phrases, such as “what,” “when,” “where,” “why,” and “how” to help create stellar content that satisfies user intent and educates users.

Bonus Tip: AnswerthePublic is a free tool that provides common user questions in an easily visualized format to help you answer as many questions as possible.

In addition, Google’s answer box and commonly searched results at the bottom provide good indicators of what questions users are researching.

6. Filter By Location

Another great feature of Google’s Keyword Planner is the ability to filter ads and impression shares to specific locations.

Google even lets you filter keyword search volumes down to the city level.

Image from Google Keyword Planner, April 2022 filter ads and impression shares to specific locations

In addition, you can access search volume data by state or region to find out where most of your traffic and customers originate in Google’s Forecast tab.

For example, below, I looked up the search volume for “SWPPP plans.”

Image from Google Keyword Planner, April 2022 find out where most of your traffic and customers originate

Using this data, you could create location-specific landing pages for SWPPP plans for California, Texas, Florida, etc.

Bonus Tip: Filtering searches by location also provides a good baseline for the amount of reach local ads on Facebook and other networks will garner.

For example, if most searches are regionally specific, this could help you avoid wasteful spending across all ad platforms.

7. Optimize Keywords By Device

In addition to location and intent, optimizing web pages for different devices is also critical.

I created an ad campaign targeting “roof repair” in the Dallas metro area in the example below.

Image from Google Keyword Planner, April 2022 optimizing web pages for different devices is also critica

Not so surprisingly, most of these searches occur on mobile devices and are most likely done as “near me” searches.

Based on this evidence, optimizing landing pages for mobile devices, inserting a click-to-call CTA, curating a strong brand presence on local directories, and optimizing the Google Business Profile (previously Google My Business) with clear contact information will net the most conversions for most ad campaigns.

Bonus Tip: Understanding which device users search for products allows you to target users on those devices with retargeting ad-based campaigns across social media and other websites.

8. Search For Keywords By Groups

Advertisers mostly use this strategy, but it provides a rich information resource for SEOs and content marketers.

By searching for keywords in Grouped View, instead of Keyword View, Google organizes keywords directly for you by category.

For example, by using the seed phrase “homemade kombucha” and “best kombucha,” you can see the number of keywords and topic ideas generated with two simple keywords.

Image from Google Keyword Planner, April 2022 Google organizes keywords directly for you by category.

By grouping these keywords by category, you could create page-specific content for each group, utilizing each keyword in the group to help optimize your content.

Bonus Tip: If you notice up top, Google provides relevant keyword and topic ideas to expand your marketing efforts further.

9. For the Ads – Remember To Bid On Branded Keywords

Finally, one converting strategy for advertisers is if you’ve run out of keyword ideas, consider bidding on the branded keywords and redirecting user searches to your website.

You can use this strategy genuinely if you sell brand-name products on your website, such as Nike shoes, if you sell apparel, or if you want to gain more clicks for your own branded keywords.

There are several advantages to bidding on branded keywords, including:

Taking up more SERP real estate.
Lower costs (for the actual business brand).
Higher CTRs (especially if it’s your brand).
Gain greater data about user intent and on-page metrics.
Build exposure for your brand.

Bonus Tip: You could also bid on competitors’ keywords to be competitive. While this strategy is not foolproof, sometimes it’s a good way to steal away traffic and clicks from competitors.

However, this plan could always backfire, and your competitor could do the same to you.

Google’s Keyword Planner is free to use with a Google Ads account and provides users with most of the tools needed to start keyword research and begin a multi-faceted digital campaign.

Furthermore, what Keyword Planner lacks in functionality can be made up for in third-party tools and a bit of creativity.

More resources:

Featured Image: Nikolay Klimenko/Shutterstock

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SEO

Best Practices For Keyword Localization

Published

3 hours ago

October 7, 2024

Max

As brands expand into new international markets, the challenge of running successful PPC campaigns becomes increasingly complex.

Navigating the differences in culture, language, consumer behavior, and market dynamics requires a more nuanced approach than simply translating ads.

For PPC marketers using platforms like Google or Microsoft Ads, it’s critical to adapt campaign strategies for these global audiences.

This article will cover best practices for optimizing international PPC campaigns, with a specific focus on keyword localization.

We’ll explore four key themes that can drive more successful international PPC results:

Keyword localization.
Geo-specific bid adjustments.
Market-specific creative adaptation.
Leveraging automation tools for international scaling.

1. Keyword Localization: Translating Intent, Not Just Language

Keyword localization is a cornerstone of international PPC success, but it’s often misunderstood as a simple translation exercise.

When translating keywords from one language to another, it’s not a “2+2=4” equation most of the time.

In reality, it’s much more complex.

Keyword localization involves understanding the intent behind searches and adapting keywords to match the local language, cultural context, and user behavior.

Steps To Effective Keyword Localization

Market Research: Before diving into translation, research how consumers in the target country search for products or services. This involves understanding search intent, popular terms, slang, and regional dialects.
Translation with a twist: Work with native speakers or linguists familiar with the market. Tools like Google Translate can give you a starting point, but they won’t capture cultural subtleties. Manual keyword research in local search engines is vital.
Use local search engines: Google may dominate globally, but other regions may favor different search engines. Baidu in China, Yandex in Russia, and Naver in South Korea have distinct algorithms and keyword trends. Tailor your keywords to the dominant platform in each market.
Test and optimize: International markets are fluid. What works in one month might need refinement in the next. Regularly review performance and optimize based on search trends, conversion data, and shifting customer behaviors.

For example, in Spain, the keyword “coches baratos” (cheap cars) may seem like a direct translation of its English counterpart.

However, further research might reveal that “ofertas coches” (car deals) or “vehículos económicos” (affordable vehicles) performs better depending on user intent.

2. Geo-Specific Bid Adjustments: Tailor Bids For Performance By Region

International campaigns are prone to fluctuations in performance, driven by differences in local competition, purchasing power, and user behavior.

Geo-specific bid adjustments allow you to tailor your bidding strategy to the realities of each market, maximizing return on ad spend (ROAS).

Below are some best practices for geo-specific bidding:

Analyze Regional Performance: Use data to assess performance on a country or even city level. Look for patterns like higher conversion rates in certain regions and adjust bids accordingly. This is especially important in diverse markets where sub-regions may perform differently, like the UK or Canada.
Adjust Bids Based on Currency Value and Buying Power: Regions with lower purchasing power or fluctuating currency values may require different bid strategies. In some markets, a lower cost-per-click (CPC) approach could help maintain profitability.
Consider Time Zone Differences: Adjust bids based on peak performance hours in each time zone. A broad international campaign can benefit from time-based adjustments that ensure ads show during peak periods in each country.

For instance, if your campaign targets both New York and Berlin, you may find that your peak performance hours vary drastically, necessitating different bid adjustments to maximize efficiency.

In this instance, it’s likely worth segmenting your campaigns by region to account for maximum return on investment or ROI in each region.

In larger enterprise accounts, most regions have different audience sizes, which require different budgets.

If your brand falls into that category, it may be worth creating a separate Google Ads account per region, which can roll up into one MCC account for easier management.

3. Market-Specific Creative Adaptation: Speak The Local Language Through Ad Copy

One of the most common mistakes in international PPC campaigns is failing to adapt ad creatives to local contexts.

Just as keyword localization requires cultural adaptation, ad creatives must be tuned to resonate with local audiences.

A few approaches to localized creative to think about include:

Ad Copy and Messaging: Localize ad copy to reflect cultural preferences, holidays, humor, and common phrases. Avoid literal translations that may miss the mark. Collaborate with local copywriters who understand the nuances of language and sentiment.
Visual Adaptations: Imagery that works in one region may not resonate in another. If your ad visuals feature people, clothing, or settings, make sure they align with local norms and expectations.
Calls to Action (CTAs): CTAs should be adapted based on local shopping behaviors. In some regions, urgency works well (“Buy Now”), while in others, a softer approach may perform better (“Learn More” or “Discover”).

For example, a successful ad campaign in the US using a humorous tone may need to be entirely rethought for a market like Japan, where subtlety and respect play a bigger role in advertising.

4. Leveraging Automation Tools For International Scaling

Managing international PPC campaigns across multiple markets can quickly become overwhelming.

Automation tools, both native to ad platforms and third-party solutions, can help streamline campaign management while still allowing for localized control.

Automation Tactics To Help Scale International PPC Campaigns

Smart Bidding: Utilize Google or Microsoft’s automated bidding strategies tailored to individual market performance. Smart bidding leverages machine learning to optimize bids for conversions or ROAS, adjusting bids based on real-time data.
Dynamic Search Ads (DSAs): Dynamic Search Ads can help expand your reach by automatically generating ad headlines based on your website’s content. For international campaigns, ensure that your website is properly localized to ensure the DSAs serve relevant, accurate ads.
Automated Rules and Scripts: Set up automated rules or scripts to adjust bids, pause underperforming keywords, or raise budgets during peak times. For example, you might set rules to increase bids during holidays specific to individual regions, like Singles’ Day in China or Diwali in India.

Automation tools should be used to complement your manual efforts, not replace them. While they can help manage large campaigns more efficiently, regular oversight and optimization are still essential.

A Holistic Approach To International PPC Success

Expanding into international PPC campaigns presents both challenges and opportunities.

Success depends on taking a holistic approach that incorporates keyword localization, tailored bidding strategies, localized creatives, and effective use of automation.

By adapting your strategies to each specific market, you’ll be able to tap into the unique search behaviors, cultural nuances, and competitive dynamics of global consumers.

Remember that the global PPC landscape is constantly evolving, and regular monitoring, testing, and optimization will be key to staying ahead of the competition.

Whether you’re managing campaigns in-house or as part of an agency, these best practices will help you optimize your international PPC efforts and drive better performance across borders.

More resources:

Featured Image: Mer_Studio/Shutterstock

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SEO

Google’s AI Overviews Avoid Political Content, New Data Shows

Published

23 hours ago

October 6, 2024

Max

Google's AI Overviews Avoid Political Content, New Data Shows

Study reveals Google’s cautious approach to AI-generated content in sensitive search results, varying across health, finance, legal, and political topics.

Google shows AI Overviews for 50% of YMYL topics, with legal queries triggering them most often.
Health and finance AI Overviews frequently include disclaimers urging users to consult professionals.
Google avoids generating AI Overviews for sensitive topics like mental health, elections, and specific medications.

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SEO

Executive Director Of WordPress Resigns

Published

2 days ago

October 5, 2024

Max

WordPress Executive Director Josepha Haden Chomphosy resigns,

Josepha Haden Chomphosy, Executive Director of the WordPress Project, officially announced her resignation, ending a nine-year tenure. This comes just two weeks after Matt Mullenweg launched a controversial campaign against a managed WordPress host, which responded by filing a federal lawsuit against him and Automattic.

She posted an upbeat notice on her personal blog, reaffirming her belief in the open source community as positive economic force as well as the importance of strong opinions that are “loosely held.”

She wrote:

“This week marks my last as the Executive Director of the WordPress project. My time with WordPress has transformed me, both as a leader and an advocate. There’s still more to do in our shared quest to secure a self-sustaining future of the open source project that we all love, and my belief in our global community of contributors remains unchanged.

…I still believe that open source is an idea that can transform generations. I believe in the power of a good-hearted group of people. I believe in the importance of strong opinions, loosely held. And I believe the world will always need the more equitable opportunities that well-maintained open source can provide: access to knowledge and learning, easy-to-join peer and business networks, the amplification of unheard voices, and a chance to tap into economic opportunity for those who weren’t born into it.”

Turmoil At WordPress

The resignation comes amidst the backdrop of a conflict between WordPress co-founder Matt Mullenweg and the managed WordPress web host WP Engine, which has brought unprecedented turmoil within the WordPress community, including a federal lawsuit filed by WP Engine accusing Mullenweg of attempted extortion.

Resignation News Was Leaked

The news about the resignation was leaked on October 2nd by the founder of the WordPress news site WP Tavern (now owned by Matt Mullenweg), who tweeted that he had spoken with Josepha that evening, who announced her resignation.

He posted:

“I spoke with Josepha tonight. I can confirm that she’s no longer at Automattic.

She’s working on a statement for the community. She’s in good spirits despite the turmoil.”

Screenshot Of Deleted Tweet

Josepha tweeted the following response the next day:

“Ok, this is not how I expected that news to come to y’all. I apologize that this is the first many of you heard of it. Please don’t speculate about anything.”

Rocky Period For WordPress

While her resignation was somewhat of an open secret it’s still a significant event because of recent events at WordPress, including the resignations of 8.4% of Automattic employees as a result of an offer of a generous severance package to all employees who no longer wished to work there.

Read the official announcement:

Thank you, WordPress

Featured Image by Shutterstock/Wirestock Creators

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