Google Adwords stalwart the ‘Keyword Tool’ has just recently been treated to a massive re-vamp. The trusty tool we’ve grown accustomed to has been transformed into one far more user friendly and efficient. However this change has gone largely unnoticed by the PPC community despite the huge overhaul.

Once upon a time, in order to set up sparkly new Adwords accounts, prehistoric PPC Account Managers used the ‘Keywood Tool’ and the ‘Traffic Estimator’ in tandem to discover new keyword ideas and investigate estimated bids. Whilst both tools were certainly useful, the process of using two tools in an ever streamlining world is counter-active, so Google have adjusted  the Keyword tool which will shave off those precious hours used in account set-ups.

What’s new?

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Google’s new ‘Keyword Planner’ takes the features from both the ‘Traffic Estimator’ and the ‘Keyword Tool’ and joins them together into an efficient interface. Dressed in shiny new clothes, the tool now can be used for the majority of the creation process, seamlessly offering Keyword suggestions, bid/budget predictions and traffic estimations in one user friendly interface. This step-by-step system vastly improves the efficiency of the process.

Keyword List Multiplying

I’m quite excited by this one: a feature that greatly aids the ability to grow an account and test new keyword areas is the ability to multiply and combine your keyword lists.

Improved Targeting

The new tool is not just about a slick interface and improvements in efficiency, it also offers more precise means to carry out campaign objectives. One of these is the ability to be more precise with location targeting. Before, this was only available at country level – not exactly useful for localised business – however now we are able to target individual towns and cities to deliver more accurate estimations.

All Devices

In order to keep pace with the new Google ‘Enhanced Campaigns’, the new tool now groups all devices together in their estimations. Before the change, PPC Managers could filter the results by each device; however this is no longer possible and has created a difference between the estimations produce before and after the tool.

Change in Match Types

If you’ve been scratching your head looking at the dramatic change in the ‘estimated searches’ calculated by the new tool, it has been caused by the default match type changing from ‘broad’ to ‘exact’, drastically affecting the results

Although the generous boffins at Google will still allow you to change these match types – BUT, only after you have populated the planner with the keywords and chosen ‘review estimates’. This will allow you to see the estimates for the differing match types, giving you more precise estimations.

New Exclusions

The Keyword Planner has also jazzed up the keyword filtering options with a useful addition. You now have the ability to exclude keywords from the suggestions if they’re already being used in your account or if they are already in the keyword planner. This is especially useful for PPC Account Managers managing large accounts with many thousands of keywords in order to stop duplicated keywords.

The screenshot below shows that the useful ‘include/exclude’ option that was part of the keyword tool is still in place

More Precise Cost per Click (CPC) Estimates

The ‘approximate CPC’ column used in the old keyword tool offered dubious data at best and was never accurate enough to give any credence to. This has been improved; after testing with a few examples, it seems to be greatly improved and closer to what actually happened in practice.

This improved accuracy is due to the new method with which the tool calculates the CPC estimate. It now includes the suggested bid that has been inputted. The old, somewhat lazier, keyword tool would simply look at an average CPC across all the ad positions, and without a suggested bid, this would have no relevance on the estimates produced, meaning the estimate was too broad to be reliable.

Why don’t you give the ‘Keyword Planner’ a whirl right now? You can find it in the ‘Tools & Analysis’ section of your Adwords account, however unlike its predecessor you DO need to be logged in to access it!

Let Receptional make the most of the keyword tool and help your PPC activity bring in greater volumes of the right kind of traffic.