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The Good, The Bad- The New Google Keyword Planner | WebRev Marketing & Design
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The Good, The Bad-
The New Google Keyword Planner

Google Keyword Tool Officially Retires. Replaced By New Google Keyword Planner

google-keyword-tool-dead-featured-570x270The New Google Keyword Planner, launched on Monday, August 26, 2013, is big news in the marketing community.

Imagine a tool that mimicked a weeklong campaign building workshop only without the uncomfortable chairs, awkward handshakes, and luke warm hoagies  – Folks, meet the Google Keyword Planner.

By replacing the external keyword tool with the new Planner Tool Google is aiming to make your search advertising experience a little bit more confusing more robust.

What is The Google Keyword Planner (according to Google)?

This new tool is an integrated and more focused version of Google Keyword tool and AdWords traffic Estimator tool. The goal, as stated by Google, is to “make it easier for advertisers to get through the process of creating new ad groups and campaigns.”

That, of course, being the key to getting your Pay Per Click, or any solid online marketing strategy, off to a good starts.

How does it work?

The first step in the process is to decide how you’re going to create your campaigns and ad groups. You have three possible paths to choose from:

 –       Search for Keyword and Ad Group Ideas

-       Enter or Upload Keywords to see how they perform

-       Multiply keyword lists

Screen shot 2013-08-29 at 2.00.48 PMNext step is filtering keywords from your keyword plan. The new planner provides filtering tools so that you can be picky with what keywords you choose.

In the new tool, you can filter keywords based on:

-       Average CPC: include  / exclude keywords that fall above / below a desired Cost Per Click

-       Estimated Search Volume: include/exclude keywords that fall above/below a desired monthly search volume

-       Keyword Competition: narrow your list based on estimated advertising competition

-       Filter by Keyword: specify to include/exclude keywords containing specific terms

Screen shot 2013-08-29 at 1.24.14 PM

Once you’ve discovered your terms, you have the ability to add them to “Your Plan,” which is a storage area for saving keywords and keyword groupings for later. This storage is only, however, for temporary use.

In the previous versions, workflow was messy, forcing you to save results manually.

Now, the Keyword Planner will remember & add your results to “Your Plan”. Pretty neat huh?


Screen shot 2013-08-29 at 1.42.36 PM

The next stage of the planner process involves setting a bid and daily budget for your portfolio of keywords and groupings.

You can enter your bid and a daily budget into the planner. Now, with the GET DETAILED ESTIMATES button- the planner generates daily estimates for Clicks, Impressions, Average ad position and costs.

Screen shot 2013-08-29 at 1.46.49 PM

And that’s just one of near-to endless estimate customization options.

Once estimates are finalized, you can download your keyword plan in a variety of formats such as Excel or AdWords Editor CSV.

Here’s a simple comparison.

 The Good:

-       Allows SEO and SEM pros to get keyword search volume data at city level with better geographic segmentation .

-       Ability to bundle geographic regions .

-       Upload up to 10,000 keywords from your own list to get performance data.

 The Not So Good:

 –     It’s new.

-       Users must login to an AdWords account to access the Planner.

-      No match type data for search volume  (search volumes are displayed for exact match only).

-       No device targeting.

-       No local vs. global monthly searches.

-       No option to filter by “closely related” searches term.

If you’re thinking that’s a lot of negatives, you might not be wrong as, on the whole, we’ve noticed a very real lack of enthusiasm concerning the new Keyword Planner.

Google had this to say about match types and device types being eliminated from search volume data:

“In general, you’ll notice that the average search volume data is higher in Keyword Planner as compared to the exact match search volume data you got with Keyword Tool. That’s because we’ll show you the average number of searches for a keyword idea on all devices (desktop and laptop computers, tablets, and mobile phones). With keyword Tool, we showed you average search volume for desktop and laptop computers by default.”

Peter Macinkovic, an independent keyword research guru, had this to say in response.

 “RIP: Google Adwords Keyword tool. The new Keyword planner tool is like a new step-parent that is simply just harder to love.”


Of course, all reactions are not negative. The new geographic segmentation and bundling tools are getting positive feedback.

This new tool has combined the functionality of Keyword Tool and Traffic Estimator into a smooth workflow.

Hopefully this new workflow will help your company build and grow your campaigns efficiently and effectively.

To learn more about Keyword Planner, you can visit AdWords Help Center:







About The Author

Brian Burt is the founder of several successful online businesses including WebRev Marketing & Design, a full service SEO, Web Design, Social Media & Online Video Production Company. Find Brian on Google+!"

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