Connect with us

SEO

How To Use Google Ads Keyword Forecast Tool For Predictive Keyword Research

Published

on

How To Use Google Ads Keyword Forecast Tool For Predictive Keyword Research

The Google Ads Keyword Planner is a useful tool; there’s no doubt about that.

Whether you’re starting your first Google Ads campaign or your hundredth campaign, having a plan or forecast is critical.

But have you ever thought of using the Keyword Planner as a way to forecast trends in the future?

Staying ahead of the curve by predicting demand can set you apart in any competitive market.

In this post, I’ll walk through how to use the Keyword Planner tool and how to use it so your PPC and SEO efforts can work together.

What Is The Google Ads Keyword Forecast Tool?

It’s one thing to know what’s trending now.

That’s a valuable asset for any digital marketer.

But what about what will be trending tomorrow or farther into the future? How do you even predict that?

The Google Ads Keyword Forecast tool does just that.

It’s an awesome option for anyone looking to up their SEM and SEO game by narrowing down the future potential for any keywords or groups of keywords.

According to Google, it updates its forecasts daily with data from up to 10 days past.

This data includes market changes that occurred throughout this time.

It also considers seasonality, so you’re not confused by natural market fluctuations.

In short, Google Ads Keyword Forecast is a pretty cool tool.

How (& Why) To Use The Forecast Tool

The forecast tool is a multifaceted part of Google Ads, and it just goes to show how useful the Ads platform is as a whole.

It goes well beyond today’s data and delivers insights for the near future.

It can even help inform other future efforts or initiatives, as well as benefitting other channels like SEO.

So, what does this forecast tell you?

The forecast tool will help you figure out how your keywords will perform in optimal settings.

You can:

  • Change your maximum cost per click (CPC) or bidding strategy depending on your budget.
  • View a chart of your estimated performance.
  • See projections for individual keywords or grouped keywords.
  • View how these estimates change when you adjust your max CPC or bidding strategy.

Your forecast has a date range, and you can change the time frame to see how it affects your forecast.

There are two ways to see forecasts on Google Ads, so let’s break down the Google Ads Keyword Forecast tool for you, step by step.

How To Use It For Forecasting

Within the Google Ads Keyword Planner, you’ll find something called a forecast.

Screenshot from Google Ads, August 2022

Instead of clicking Discover new keywords, you’ll click Get search volume and forecasts.

google ads forecastingScreenshot from Google Ads, August 2022

Once you’re here, you can enter an individual keyword or a group of keywords that are separated by commas or line breaks.

You can also upload a spreadsheet file to quickly transport keywords into the forecasting tool (as any SEO or SEM professional ought to know, there’s nothing wrong with a good shortcut!).

Once you enter your keywords and click Get Started, you’ll come across a page with a few tabs on the left-hand side of Google Ads.

You'll come across a page with a few tabs on the left-hand side of Google Ads.Screenshot from Google Ads, August 2022

The three tabs are Forecasts, Saved keywords, and Negative keywords.

For the forecasting side of things, you’ll obviously want to stay under the first tab.

You’ll see a selection of forecast data based on the keywords you entered.

Automatically, Google Ads will forecast on a defaulted monthly basis:

  • Clicks if the keyword triggers your ad.
  • Impressions.
  • Cost or your average projected spend.
  • Click-through rate (CTR).
  • Average CPC or the average amount you may pay for an ad click.
  • Conversions.
  • Average cost per acquisition (CPA).

Here’s an example of what the aggregated forecast looks like based on your inputs:

Example of aggregated monthly Google Ads keyword forecast.Screenshot from Google Ads, August 2022

You can update the date settings if you’re looking for a shorter or longer period.

In the end, you’ll be left with a pretty nifty graph and data chart that showcases future predictions (or forecasts) for your selected keywords.

This helps you determine the best plan of action for campaigns to come and even lets you know if you should adjust existing campaigns based on consumer queries and behavior.

Remember that the numbers you see associated with each metric are what you’re likely to achieve for your keywords or a group of keywords based on your ad spend.

These numbers will change if your budget changes, proving just how holistic Google’s approach really is.

However, Google clearly shows that spending more doesn’t necessarily equate to better conversions.

When you’re done, take one or all of these steps:

  • Download your forecast. To do this, select the download button on the page.
  • Share your keyword plan with team members. You can do this by clicking the three dots beside your plan and editing the sharing settings (under Edit sharing).
  • Think about how this fits into your paid media, SEO, and content marketing roadmap.

Is This The Only Way To See Forecasts On Google Ads?

Short answer: No, it’s not!

Long answer: There’s another way, and you can find it by clicking Discover new keywords instead of Get search volume and forecasts at the start.

When you use Discover new keywords, you can:

  • Discover new ideas for keywords.
  • Edit an existing list of keywords based on what the data shows.

But in addition to these, you can also see a performance forecast once keywords are on your plan.

As an optional measure, you can create a new campaign based on positive forecasts.

Or, you can use them to beef up your existing campaigns.

If you want to add keywords to your plan from Discover new keywords so you can forecast their performance, you can follow a few simple steps:

  • Tick the box next to each keyword you want to add. Then click the dropdown option Add to plan.
  • Choose either Add to plan or Add to existing campaign.
  • Click the dropdown option Adding to [name of ad group]. Select a match type using the dropdown option Broad match.
  • Select Add keywords, and voila!

How To See Keyword Trends In Google Ads

The best way to see keyword trends in Google Ads is within the “Saved keywords” section from the left-hand navigation.

How To See Keyword Trends In Google AdsScreenshot from Google Ads, August 2022

Click the Saved keywords tab to view:

  • Average monthly searches.
  • Three-month change.
  • YoY change.
  • Competition (low, medium, or high).
  • Ad impression share.
  • Top-of-page bid (low and high ranges).

An example of how this would look in Google Ads is below:

An example of how this would look in Google AdsScreenshot from Google Ads, August 2022

Combine this historical data with forecasted projections from your Google Ads account, and you’ll have a comprehensive picture of keywords for your industry!

Note: While the Google Ads Keyword Forecast tool accounts for things like bid, budget, and seasonality, historical data doesn’t. Just keep this in mind during your comparisons.

How Google Ads Keyword Forecast Tool Fits In With The Overall Paid Media Mix

Paid media is best served holistically. PPC should not be operating in a silo.

While the Google Ads Keyword Forecast tool should be a well-used component in your marketing repertoire, it’s not your only friend.

By using all these tools combined, you can craft a well-planned, holistic marketing strategy.

Identifying core keywords and trends can help inform marketing areas such as:

  • PPC strategy and realistic budget.
  • Content and copy creation.
  • On-page SEO.

Fuse the Google Ads Forecast tool with other tools, like:

Google Trends

Search traffic by any given term or company.

You can compare terms and entities, plus visualize data by location, related topics, and breakout terms.

Use Google Trends to answer the question: What are some recent changes in the landscape?

google trendsScreenshot from Google Trends, August 2022

Google Benchmark Report

This report lives inside Google Analytics.

The Benchmark Report looks at your individual traffic and compares it to the industry benchmark.

Remember that this benchmark comes from the overall industry, not necessarily a particular niche within that sector.

You’ll see how you stack up against national players in the game.

The most useful part of this report for you is comparing your own historical and current data, so you can see just how far you’ve come.

Google Ads Automated Insights

This is a recent development from Google.

Using the power of Google Trends, it imports relevant data into your Google Ads account.

With that data in hand, you can see breakout terms and their forecasted growth.

It’s a super-powerful addition that can potentially improve business and marketing planning by a landslide.

If there were ever a way to slide into a new category before the competition, this is it.

Semrush Data

Learn today’s keyword search volume and compare it monthly for the last six months.

You’ll know what the search volume used to look like and use that data to determine what keywords you should be focusing on now and in the future.

Their keyword planner also offers forecasts, so that’s another tool you can add to your toolbox.

Google Intelligence Events

Using artificial intelligence, Google Intelligence Events tells you if there’s a marked change (either up or down) in your site traffic.

You can even select your own events to automate tailored insight.

A cohesive combination of tools will help you boost your business like the pro you are.

Keep in mind these are just a handful of tools — you’ll find plenty more to back you up along the way.

Conclusion

The Google Ads Keyword Planner Forecast tool has a wealth of information.

Whether you’re looking to add new keywords to your campaign mix or understand future trends for your existing campaigns, this tool has it all.

Not only are the forecast trends important, but what’s even more important is how you use the data.

Forecasting trends helps more than just identifying competition and potential budget; when coupled with other tools, it helps you create a powerful, holistic marketing plan.

Use these tools to help you stay ahead of the game and keep a leg up on your competitors.

More Resources:


Featured Image: fizkes/Shutterstock



Source link

SEO

Google Updates Search Console Video Indexing Report

Published

on

Google Updates Search Console Video Indexing Report

Google’s updated Search Console Video indexing report now includes daily video impressions and a sitemap filter feature.

  • Google has updated the Search Console Video indexing report to provide more comprehensive insights into video performance in search results.
  • The updated report includes daily video impressions, which are grouped by page, and a new sitemap filter feature to focus on the most important video pages.
  • These updates are part of Google’s ongoing efforts to help website owners and content creators understand and improve the visibility of their videos in search results.



Source link

Continue Reading

SEO

Bing Revamps Crawl System To Enhance Efficiency

Published

on

Bing Revamps Crawl System To Enhance Efficiency

According to a recent study by Bing, most websites have XML sitemaps, with the “lastmod” tag being the most critical component of these sitemaps.

The “lastmod” tag indicates the last time the webpages linked by the sitemap were modified and is used by search engines to determine how often to crawl a site and which pages to index.

However, the study also revealed that a significant number of “lastmod” values in XML sitemaps were set incorrectly, with the most prevalent issue being identical dates on all sitemaps.

Upon consulting with web admins, Microsoft discovered that the dates were set to the date of sitemap generation rather than content modification.

To address this issue, Bing is revamping its crawl scheduling stack to better utilize the information provided by the “lastmod” tag in sitemaps.

This will improve crawl efficiency by reducing unnecessary crawling of unchanged content and prioritizing recently updated content.

The improvements have already begun on a limited scale and are expected to roll out by June fully.

Additionally, Microsoft has updated sitemap.org for improved clarity by adding the following line:

“Note that the date must be set to the date the linked page was last modified, not when the sitemap is generated.”

How To Use The Lastmod Tag Correctly

To correctly set the “lastmod” tag in a sitemap, you should include it in the <url> tag for each page in the sitemap.

The date should be in W3C Datetime format, with the most commonly used formats being YYYY-MM-DD or YYYY-MM-DDThh:mm:ssTZD.

The date should reflect the last time the page was modified and should be updated regularly to ensure that search engines understand the relevance and frequency of updates.

Here’s an example code snippet:

<?xml version=”1.0″ encoding=”UTF-8″?>

<urlset xmlns=”http://www.sitemaps.org/schemas/sitemap/0.9″>

   <url>

      <loc>http://www.example.com/</loc>

      <lastmod>2023-01-23</lastmod>      

   </url>

Google’s Advice: Use Lastmod Tag After Significant Changes Only

Google’s crawlers also utilize the “lastmod” tag, and the suggestions on using it by both major search engines are similar.

Google Search Advocate John Mueller recently discussed the lastmod tag in the January edition of Google’s office-hours Q&A sessions.

It’s worth noting that Google recommends only using the “lastmod” tag for substantial modifications, which was not mentioned in Microsoft’s blog post.

Changing the date in the lastmod tag after minor edits can be viewed as an attempt to manipulate search snippets.

In Summary

Microsoft’s recent study and efforts to improve the utilization of the “lastmod” tag in sitemaps will result in more efficient and effective webpage crawling.

Publishers are encouraged to regularly update their sitemaps and lastmod tags to ensure that their pages are correctly indexed and easily accessible by search engines.


Featured Image: mundissima/Shutterstock

Source: Microsoft



Source link

Continue Reading

SEO

Everything You Need To Know

Published

on

Everything You Need To Know

Now more than ever, marketing and sales leaders are taking a critical look at where to allocate their resources and how to staff their teams.

Attribution modeling is one of the best tools for providing clear guidance on what’s working, and what isn’t.

What Is Marketing Attribution?

Marketing attribution is the approach to understanding how various marketing and sales touchpoints influence the prospects’ move from visitor, to lead, to customer.

By implementing attribution in your organization, you’ll have a better idea of:

  • Which channels are most influential during different phases of the sales cycle.
  • Which content formats are more or less impactful in your marketing or sales enablement efforts.
  • Which campaigns drove the most revenue and return on investment (ROI).
  • The most common sequence of online or offline events that prospects interact with before becoming a customer.

Why Is Attribution Important In Marketing?

Analyzing attribution data provides you with an understanding of which marketing, sales, and customer success efforts are contributing most effectively and efficiently toward revenue generation.

Attribution modeling helps you identify opportunities for growth and improvement, while also informing budget allocation decisions.

With accurate attribution models, marketers are able to make more informed decisions about their campaigns, which has allowed them to increase ROI and reduce wasted budgets on ineffective strategies.

What Are The Challenges Of Marketing Attribution?

Developing a perfect attribution model that guides all of your decisions is a pipedream for most marketers.

Here are five challenges that result in inconclusive data models or total project abandonment:

Cross-Channel Management

This is a common challenge for enterprise marketers who have web assets across multiple websites, channels, and teams.

Without proper analytics tagging and system settings configuration, your web activities may not be tracked accurately as a visitor goes from one campaign micro-site to the main domain.

Or, the prospect may not be tracked as they go from your website to get directions to then go to your physical storefront to transact.

Making Decisions Based On Small Sample Sizes

For smaller trafficked websites, marketers using attribution data may not have statistically significant data sets to draw accurate correlations for future campaigns.

This results in faulty assumptions and the inability to repeat prior success.

Lack Of Tracking Compliance

If your attribution models rely on offline activities, then you may require manual imports of data or proper logging of sales activities.

From my experience in overseeing hundreds of CRM implementations, there is always some level of non-compliance in logging activities (like calls, meetings, or emails). This leads to skewed attribution models.

Mo‘ models, mo’ problems: Each analytics platform has a set of five or more attribution models you can use to optimize your campaigns around.

Without a clear understanding of the pros and cons of each model, the person building the attribution reporting may not be structuring or configuring them to align with your organizational goals.

Data Privacy

Since GDPR, CCPA, and other privacy laws were enacted, analytics data continues to get murkier each year.

For organizations that rely on web visitors to opt-in to tracking, attribution modeling suffers due to the inability to pull in tracking for every touchpoint.

How Do You Measure Marketing Attribution?

Measuring attribution is all about giving credit where it is due. There are dozens of attribution tools out there to assign credit to the digital or offline touchpoint.

Attribution measurement starts with choosing the data model that aligns with your business goals.

Certain attribution models favor interactions earlier on in the customer journey whereas others give the most credit towards interactions closer to a transaction.

Here is a scenario of how to measure marketing attribution in a first-touch attribution model (we’ll get to the different models next):

A prospect comes to the website through a paid search ad and reads the blog.

Two days later, she comes back to the site and views a couple of product pages.

Three days later, she comes back through an organic listing from Google and then converts on the site by signing up for a discount coupon.

With a first-touch attribution model, the paid search ad will get 100% of the credit for that conversion.

As you can see, choosing the “right” model can be a contentious issue, as each model gives a percentage of credit to a specific interaction or placement along the path toward becoming a customer.

If your business relies on paid search, SEO, offline, and other channels, then likely one of the individuals working on one of those channels is going to look like the superhero, whereas the other marketers will look like they aren’t pulling their weight.

Ideally, when you are choosing an attribution tool, you’ll be able to build reports that allow you to compare various attribution models, so you have a better understanding of which channels and interactions are most influential during certain time periods leading up to conversion or purchase.

What Are Different Marketing Attribution Models?

Marketers can use various marketing attribution models to examine the effectiveness of their campaigns.

Each attribution tool has will have a handful of models you can optimize campaigns and build reports around. Here is a description of each model:

First-Click Attribution

This model gives credit to the first channel that the customer interacted with.

This model is popular to use when optimizing for brand awareness and top-of-funnel conversions/engagement.

Last-Click Attribution

This model gives all of the credit to the last channel that the customer interacts with.

This model is useful when looking to understand which channels/interactions were most influential immediately before converting/purchasing.

Last-click attribution is the default attribution model for Google Analytics.

Multi-Touch/Channel Attribution

This model gives credit to all of the channels or touchpoints that the customer interacted with throughout their journey.

This model is used when you are looking to give weight evenly or to specific interactions.

There are variations of the multi-touch model including time-decay, linear, U-shaped, W-shaped, and J-shaped.

Customized

This model allows you to manually set the weight for individual channels or placements within the customer journey.

This model is best for organizations that have experience in using attribution modeling, and have clear goals for what touchpoints are most impactful in the buyers’ journey.

Marketing Attribution Tools

There are several different tools available to help marketers measure and analyze marketing attribution. Some attribution tools are features within marketing automation platforms or CRM systems like Active Campaign or HubSpot.

Others are stand-alone attribution tools that rely on API or integrations to pull in and analyze data, like Triple Whale or Dreamdata.

As you are evaluating tools, consider how much offline or sales data needs to be included within your attribution models.

For systems like HubSpot, you can include sales activities (like phone calls and 1:1 sales emails) and offline list import data (from tradeshows).

Other tools, like Google Analytics, are not natively built to pull in that kind of data and would require advanced development work to include these activities as part of your model.

(Full disclosure: I work with HubSpot’s highest-rated partner agency, SmartBug Media.)

Additionally, if you need to be able to see the very specific touchpoints (like a specific email sent or an ad clicked), then you need a full-funnel attribution system that shows this level of granularity.

Attribution modeling is a powerful tool that marketers can use to measure the success of their campaigns, optimize online/offline channels, and improve customer interactions.

It is important, though, to understand attribution’s limitations, the pros and cons of each model, and the challenges with extracting conclusive data before investing large budgets towards attribution technology.

More resources: 


Featured Image: Yuriy K/Shutterstock



Source link

Continue Reading

Trending

en_USEnglish