Google adwords query statistics. How to Use Google Keyword Planner

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 ah can make up 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 them to your campaign.

Try to maintain 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*
Force a word to appear 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.

In fact, 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 might appear 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 simply go to your Google Analytics report 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 desired match types:

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 headings 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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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 - clarifying and expanding 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. Calculated as the ratio of the number of requests for which the ad was shown to total number queries for this 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 without in separate words, but by 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 choose desired type matches 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 set it - for this we set square brackets- [Red summer dress], for example.

Google Keyword Planner - 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 queries that use Google users 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 the 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. Key words. 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:Collection of 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 take a look 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 on a 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 the list search phrases, in the “Date range” settings item, select 7 days at the top, a month 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 “Volume Dynamics” tab search queries", where the periods with the highest demand are shown in the form of graphs, 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 (during 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.

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 the collection procedure key queries We will look at 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.

Welcome to AdWords.

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

Keyword planner. Where to start?

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

• Region – Belarus.
• Language – Russian.
• 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.

Enter the basic filter parameters.

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 click " 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.

Adding options to a plan

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 beginners 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 trademark 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 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, whether it’s 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.

We have released a new book “Content Marketing in social networks: How to get into your subscribers’ 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 complexity of selecting keywords in Google, the tool itself provides more information for analysis and a variety of additional features to collect high-quality information.