Google adwords keyword planner where is it located. Google AdWords Keyword Planner: instructions for use. Instructions for selecting queries in Google AdWords

Proper selection of search queries will help you quickly obtain an extensive database keywords(semantic core) for further creation of materials relevant to them and in demand among users.

By finding out the frequency of the request in Google, you can create a website with the correct structure and improve the ranking of existing pages. In addition, the statistics obtained during the study will make it possible to set up contextual advertising with minimal costs and maximum conversion.

The secret of success is that you not only need to analyze your niche and understand your target audience, but also to select popular queries using special services.

Do you want to create an effective semantic core without the services of agencies and optimizers? Then it is vital for you to read this article!

How to find out query statistics on Google?

If you are aimed at winning the sympathy of Runet users, professional tools from the search engine Google systems- exactly what you need.

AdWords Keyword Planner

Google AdWords is a basic free platform with an intuitive interface similar to Yandex WordStat, but with a built-in competition assessment. The service is focused on issuing and filtering queries from Google, which can be used for SEO promotion of sites and YouTube channels, as well as setting up advertisements.

The Keyword Planner tool shows information for both individual keywords and entire phrases, and provides all the information associated with them - information that will be useful for a successful project strategy. The advantages of this option include powerful functionality for analyzing the effectiveness of promotion, taking into account not only the frequency, but also the competition of keys. Among other things, Google AdWords provides a preliminary price (bid) for queries.

There is one minus - you get inaccurate, average data taking into account the search results. Google support points out that the total number of selected queries for individual regions rarely corresponds to the sum of their keys.

Attention! AdWords shows no more than 800 queries, which means you will have to enter each phrase you are interested in separately. For example, first “buy women’s clothing” and then “buy a woman’s dress.”

Google Keywords Planner Search Query Statistics

Instructions for selecting queries in Google AdWords

The algorithms for working with this service are incredibly simple:

1. Create a single Google account for all informers.

4. Fill in simple form(with selected phrases, location and negative keywords) - and you will get the information you need.

This is interesting! In 2017, Google changed gray interface with unjustified submenus for a more modern and attractive analogue. Now working in the system has become even more convenient and enjoyable.

Manual key selection method

Unlike automatic way working with the service, manual control is carried out through a browser without such auxiliary tools as Slovoeb, Magadan or Key Collector.

To start collecting semantic core you need to follow the link https://adwords.google.com/KeywordPlanner, and then go to the subsection “Search for new keywords by phrase, site or category.”

To start selecting keywords in Google Keywords Plein Air, you need to enter one or two phrases from your preliminary list, adjusting the search settings using filters by region, language and date range. Then you should click the “Get options” button, export the received queries to CSV and then continue working with the following search phrases.

Selecting keywords for an existing landing page

You have the opportunity to view statistics of search queries on Google based on the initial list of priority phrases or on a specific landing page. In this way, it is easy to analyze and then improve the main elements of a web project. You can go further - study the features of a competitor’s website under a microscope, draw conclusions and reconsider your own strategy.

To do this, go to the “Keyword Planner”, enter the address of the page of interest and configure the tool in accordance with personal preferences.

The presented analysis method will show both the frequency of requests and the level of their competition, and the rate recommended by the service for launching paid advertising.

The interface of the modified service is impressively well thought out. At the top there is a line for the name of the product or service, next to it there is a button “Get options” and “Change search criteria”. Below are two subsections: one for working with ad groups, the other for calculating keywords.

In the second category, you can see the frequency indicators, the level of competition, as well as the average cost per click and bounce rate of each ad. At the very bottom you can see relevant phrases - they will be useful for expanding the semantic core.

Word order in the query

Unlike Yandex WordStat, Google's query selection tool is able to distinguish the same key phrase with a particular word order. Statistics and bids for such keywords will have different indicators - this applies to exact and phrase matches.

If you do not want to enter essentially the same queries with different word orders, but want to see all the data at once, use the broad match modifier (+). It will show synonyms and similar keys.

Search phrases by region

Are you planning to promote your website in the region? Then you need to use the “Location” tab and specify the desired city - you will receive a list of queries that are popular with the target audience.

You can also select All Locations and then exclude phrases with extra cities or regions from the results.

Advice! If you need an extensive initial list, we recommend using a minimum of filters. This way you will collect the maximum number of target phrases and better understand the topic and the needs of your potential clients. But be prepared for the fact that further cleaning and preparation of keys will require a lot of effort and time.

Convenient seasonality analysis

The Google Keyword Tool shows the trend of search queries by week and month. The information from this section will be useful for an information site with a New Year theme that offers its services to a travel agency, online store selling swimsuits or flower seeds.

The information obtained will help predict the decline and growth in the number of visitors for specific keywords.

Query search programs and services for Google

1. “Slovoeb” - a multifunctional free tool that makes it possible to automatically generate a large list of keywords with an analysis of the region and the time required for promotion.

2. Keyword Tool - convenient service, supporting more than 80 languages. For most queries, it selects over 750 keys, and also produces search tips.

3. SEMrush.com - the platform pleases with its clear interface and good functionality. Allows you to determine the keywords that your competitors are promoting.

4. Key Collector - a paid, but very convenient and powerful option for those who want to get maximum information with minimal effort.
5. SerpStat.com - demonstrates tips for improving the list of keys, allows you to collect a long tail that will quickly bring your first clients.

After testing each of the tools presented, you will surely find one that will help you form an ideal semantic core. As a result, the site will attract new visitors, which means it will increase sales or monetization income.

A couple of seconds to launch - and you get access to navigation, which works wonders.

Full list The possibilities are as follows:

Search for thematic groups of keywords;

Import the resulting list of keys into an existing campaign;

Create an ad group based on the received list of keys;

Evaluate the effectiveness of keywords based on the number of requests and click forecast;

Forecast traffic based on product, region and other parameters;

Forecast daily budget;

Determine competitive rates.

Let's start with the main tasks of the Planner - clarification and expansion key phrases.

Refinement is reducing the degree of discrepancy between search terms and keywords and bringing their ratio closer to 1:1. This is also called reducing the iceberg effect.

The ultimate goal is to increase CTR and reduce average cost per click.

Expansion is finding new key phrases.

When you first access the updated Keyword Planner, check out what's new in it:

So, to start searching for keywords, select this option:

Selecting semantics using Google Planner

The Google algorithm can use the names of your products or services (you can write up to 10 options at a time so that Google finds synonyms and words that are similar in meaning) and your landing page.

Or you can select semantics solely based on the site address, in which case you can use the entire site or a separate page:

Google will scan it and select words that match your product/offer.

Go to the desired tab and set the search parameters using one of two options: product + website or just website.

For example, we use the first method and fill in only the names of the products. We also collect brand requests.

Click the "Show Results" button.

You can evaluate the effectiveness of specific keywords at the current rate and budget by the number of requests, the planned number of clicks and the level of competition.

This is what the results table looks like:

At the top are the original keywords, below them are the suggested options.

For everyone there are statistics on the following indicators:

1) Average number of requests per month - depends on what targeting is configured in your account. Used to evaluate the effectiveness of a keyword over different periods.

3) Percentage of impressions received - the percentage of impressions of your ad when searching for a specific keyword. It is calculated as the ratio of the number of requests for which the ad was shown to the total number of requests for a given key.

This metric helps determine whether you can get more impressions and clicks for a specific phrase.

5) Bid for display at the top of the page (maximum).

If the system does not have enough data for any indicator, there is a dash.

In addition, the Planner can group the results found by topic. The grouped keys will appear in the Grouped Options tab.

This option is suitable for quickly processing large lists of keys - it allows you to operate not with individual words, but with thematic groups.

How you can use the results of semantic selection

First, you can refine or expand the resulting list:

• 1 - change the main parameters - location, language, networks and period to get results that are relevant for other parameters. Different from those specified in the account;
• 2 - add phrases if you see that the results table is not enough for planning;
• These could be brand queries (3);
• You can choose from the options offered by the system (4).

This is a convenient option in cases where you need to compare indicators before and after adding keys to your account.

In all cases, you can select the desired match type for the added keywords. The default is broad match:

Choose the type of match wisely - the accuracy of the statistical data depends on it. Let's take a closer look at how they differ different types compliance.

Keyword Match Types

Broad match captures all possible word forms that include your phrase.

For example, for the phrase “Car batteries” the scheduler will show all the statistics of queries where this phrase was mentioned. And “Car batteries”, and “Where to buy car batteries”, and “How to charge a car battery”, and “Selling a car battery”.

With a broad match, enter the phrase without any operators (without parentheses and quotes), as is.

Broad match modifiers makes broad match keywords more precise and narrows your reach. On the one hand, this increases the relevance of the keys, on the other hand, it reduces the amount of traffic.

Ads are shown only for queries that contain words with a plus sign (for example, +masquerade +costume) or their close variants, but not synonyms (masquerade costumes), arranged in any order.

Phrase matching captures statistics on a phrase in all declensions, singular/plural. As a rule, it is recommended to look at statistics based on phrase matching. To do this, you need to put the phrase in quotes " ".

Exact match shows a selection strictly according to a given word form. Exactly as you specified it - for this we put square brackets - [Red summer dress], for example.

Google Keyword Planner is a powerful tool for working with keywords. Its use will help not only in creating effective contextual advertising, but also in SEO promotion. Only there you can find accurate data on the queries that Google users use when searching.

We present to you complete guide on using the Google AdWords (Ads) keyword planner in 2020.

At its core, this is a free tool, but to use it you need an account in Google Ads - if you don’t have one, create one, it’s quite simple. Next, there are 2 ways to access Google Keyword Planner:

After that, we find ourselves on the tool page, where there are two tools: “Find new keywords” and “See search volume and forecasts.”

If you need to select keywords for SEO, the capabilities of these tools will be more than enough.

Let's move on to an overview of all the features of the Google Keyword Planner.

How to use Google Keyword Planner

Finding new keywords

Step 1. Click “Find new keywords.” A window will appear where you need to:

• Write a keyword or phrase;
• Disable display of results with brand names;
• Set the search language;
• Select a location for analysis (country, region or city).

Then click “Show results”.

Step 2. Next we find ourselves on the “Keyword Plan” page. IN top line you can change the conditions: Location, language, search networks (you can select Google and partners) and the time range for which the data is taken - you can select for the last month, 12 or 24 months, or set it manually.

You can also change the columns that are shown in the keyword report. Click the columns icon on the right side of the screen and then check the box next to the columns you want to show. To understand what data will be added, hover your mouse over the desired item and wait for the tooltip to appear.

Step 3. Keywords. Scroll below and find data for the given key query. Selected data will be displayed next to each word or phrase: the average number of requests per month, the level of competition, the minimum bid for display in the top block, etc. Depends on which pillars you have selected in the settings. By clicking on any of the indicators, you can filter the data in ascending or descending order.

Please note that initially the list will show not only phrases containing the specified word, but also relevant queries selected by the system itself.

Step 4. Filtration. To refine the list of keywords, click “Add filter”.

As a result, we get statistics on filtered keywords. Yes, these are not exact indicators, but only a range. But this will be quite enough to assess the prospects for promotion for the selected phrase.

If necessary, you can download the received data in .csv format - click “Download”.

Another useful guide:Collecting keywords in Yandex.Wordstat

Request statistics

This differs from the previous option for selecting queries in that you enter manually or download from a file the keywords whose frequency you want to check. Accordingly, you first need to prepare a list of these words. How does this happen? let's consider example.

1. We select synonyms for the main query. Our product is flowers, but most will be looking for specific flowers: roses, tulips, carnations, lilies and so on.
2. Supplements that can be used in a request indicating an interest to buy right now: buy, order, delivery, price, price list, inexpensive and others.
3. For what occasion will the bouquet be presented: for birthdays, weddings, anniversaries, March 8th...

You can choose more options for generating queries, but this will be enough to understand the example. Now we enter this data into different columns in the meaningful key phrase generator: promotools.ru/services/anchors-large.php and click “Generate”.

We got 101 phrases; with a more in-depth consideration of the topic, we usually get 10,000 phrases. Now go back to the Google AdWords Keyword Planner and paste the list into the text field.

We fill out the remaining settings (targeting and date range) by analogy with the previous example, and then click “Find out the number of requests.” This way you will get more accurate data for your semantic core for the site or advertising campaign.

What can you do using this method? Here, you can do the multiplication of words described above, only with some restrictions (only 3 columns, it is not possible to use an empty word).

In each column we enter a list of words - new words with new line or separated by commas. To add or remove a column with a list of words, you need to click on the multiplication sign between them. Now click “Find out the number of requests”.

Budget planning and receiving forecasts in Google Adwords

Now let’s look at how a budget forecast for advertising in Google AdWords can be useful to us and how the two differ from each other possible options to create a budget forecast.

Based on keywords

Everything is exactly the same as in the examples described above, we enter a list of keywords, set targeting and filtering settings, but with one amendment. Here you can use special characters for phrases:

• flower delivery - broad match;
• “flower delivery” - phrase match;
• [flower delivery] - exact match.

So, after adding a list of search phrases, in the “Date range” settings item, select 7 days at the top, month just below to get a forecast for the month.

Next, click “Get forecasts.” Based on the specified words, the system will show us the predicted number of clicks, impressions and approximate monthly expenses ( or other selected period) depending on the selected bet. Accordingly, the higher the bid per click, the more clicks 😄

On the same page, on the left, you can go to the “Search Query Volume Dynamics” tab, where graphs show the periods with the highest demand, as well as the distribution of searches across various devices.

The graphs show that flowers are most often ordered in February-March and November-December (in these months it is advisable to increase the rate per click), and also that the overwhelming number search queries carried out with mobile devices(if advertising leads to a website, it must be adapted for mobile devices).

Campaign Predictions

The tool works in exactly the same way as the previous one, with the only difference being that the forecast is issued not based on the loaded list of keywords, but on the keywords used in the current advertising campaign. To get a forecast, click “Select from account”, select a campaign or keywords from your account and save the parameters - “Get forecasts”.

After this, you will be shown data on the predicted number of clicks and impressions depending on bids, and in a separate tab you can see how the total number of search queries is distributed by month, device type and location from which the search was carried out.

We have looked at all the features of the keyword planner and in conclusion I would like to add that don't rely on everything on Google data and recommendations (especially in the case of working with advertising campaigns), since the data may differ slightly from reality.

For the landing page.

Briefly, the strategy comes down to the following steps:

• explore the structure of the site;
• looking for new ideas;
• We research competitors;
• collecting intersections;
• collect clues;
• filter with negative keywords;
• group words;
• We evaluate frequency and take into account word form.

But as a result, something doesn’t work or you realize that something is missing.

Typically, it may turn out that the CTR of existing words is below 10% and does not provide high conversion rates.

Or 80% of the semantics do not work after a long period of time.

Losses on such keywords can amount to up to 75% of your budget!

Statistically, poorly performing queries can be easily caught using filters and suspended, but others should be added in their place.

Are you thinking about how to expand your keywords and improve your performance in contextual advertising?

A simple and understandable guide will help you collect the treasured words without missing anything unnecessary.

Conversion keys from Yandex.Direct

Yes, the easiest way to find keywords is to look at what has already worked well for you.

Take search queries from Yandex.Direct and add to your campaign.

Try to maintain the keyword matching format: remember that they may differ.

Try changing them in Excel according to a simple rule.

Match type in Yandex	Example	How to write in Google AdWords
Wide	Samsung S7 repair	+repair +Samsung +S7
Wide with exact word form	!repair!samsung S7	+repair +Samsung +S7*
Forced inclusion of a word in a query	Samsung S7+ repair in Moscow	Samsung S7 repair + in Moscow**
Exact word form	Samsung repair + in! Moscow	+repair +Samsung +in +Moscow
Phrase matching	“Samsung S7 repair”	[Samsung S7 repair]
Phrasal with exact word form	“!repair!samsung!S7”	[+repair +Samsung +S7]
Fixed word order	[Samsung S7 repair]	“Samsung S7 repair”

In summary, the broad match modifier operator is, in fact, analogous to using only the word that we added to contextual advertising.

• The word can be declined, but you cannot use different numbers - singular and plural.
• If it is a verb, then in one tense - indefinite, present or past.

Based on actual use + implies that you will add all additional phrase frames.

For example, if you use the word repair without the broad match modifier operator, your ad may be shown for the search term repair or decorate.

Therefore, when adding conversion keys, be sure to study Yandex search tips.

You can view them here.

Select all conversion requests.

Study only this column, after removing duplicates.

Conversion SEO Keys

We study conversion keys from search.

Yes, you can just go to your report Google Analytics and in the “Conversions” section catch the main keywords.

I use it every day, it helps with most automated tasks.

Initially, cross the main words between each other.

Just write the first word-phrase in column 1, and the second word in any other column.

The result will be a structured list.

Its convenience is that all words will alternate.

Immediately import the list into Excel in this form.

For a group, just take the first key and duplicate it to the end.

Then copy the complete first list and add it to the third column.

In the first column, enter the names of districts and cities, not forgetting the operator*.

If you do this, the hierarchy in the utility is not broken, and you can easily “set” ad groups directly in EXCEL.

Removing duplicate keywords

Removing duplicate keywords.

To remove duplicate keywords, we will use a simple AdWords Editor utility.

To do this, first download the updated version of your campaign.

Then click Tools - Find duplicate keywords.

Then the system will offer to find a filtering method - select the following.

• Strict Word Order - Use the default if your campaign has phrase match and exact match words. Otherwise select Any word order.
• Repeated words must be of the same match type.
• It is recommended to look for keys in selected campaigns with the same geotargeting. If you have a campaign for Moscow and St. Petersburg, it is recommended to choose Within one campaign.

After that click OK and remove duplicate keywords.

Use Keyword Quality Criteria − All but the highest.

Then simply pause or delete (if you are just going to upload the campaign) the duplicates.

Once you've made your headlines, create new ads that are relevant to our keywords.

To do this, you can use a simple utility Ad generation.

• Add ad groups to the first column.
• Fill out Heading 1 via operator (KeyWord:)- this will substitute your created key.
• Write down the rest of the ad texts.
• Enter the name of the campaign. Please note that if you want to insert new groups into an existing campaign, write a similar name.
• When saving the result in the generator, remove the KeyWord field - then you will import only the ads themselves in the required structure into the AdWords Editor.

Total: You easily transferred all created keywords by group to a new or existing campaign.

Let's move on to requests.

Change match types

Change match types.

Don't forget about keyword matching types.

After all, we probably have already collected queries in different types of matches than we planned.

Use a simple utility that can make phrases with the right types matches:

Enter prepositions in the Broad Match Modifier field.

Specify them separated by commas.

Then paste all the keywords from the column and click the button Get keywords.

Then copy the result to the clipboard and paste it into Excel.

Then import the keywords into AdWords Editor using a simple scheme - name the first line as indicated in the screenshot.

Check headers for length

Check headings for length.

Make sure your titles are no longer than 30 characters.

This can be checked using EXCEL.

Use our utility to separate words by length.

Just paste the list of groups into the first column.

Then check the keywords that will participate in autosubstitution.

CONCLUSIONS

No matter how you put together a campaign, you always have to refine your search keywords.

To do this, follow simple tips.

• Explore other channels for receiving traffic. For example, the same Yandex.Direct - statistics on it can be very useful.
• Evaluate the most converting keywords. Please note that they can be caught from SEO search traffic.
• Use the developments of competitors' sites. They do not stand still and constantly modify texts and search queries.
• Add new keywords to campaigns, experiment with ads.

In the next article we will look at how to upload campaigns to the display network (display network), take into account the specific settings of this type of advertising and tell you how not to waste all your money down the drain.

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