June 13, 2018
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Change is something that is never taken lightly — especially by those working in digital marketing. Google, in particular, is just one organisation that isn’t afraid of making bold moves to help streamline its products or services in a bid to enhance the experience for the user.
Only a few months ago, Google rolled out the newly updated Keyword Planner located in the new Adwords interface and a lot of changes were noticed. Although many like to debate whether the changes were necessary, or whether they will help improve the functionality of the service, we take a look at the benefits of this update.
From the get-go, users will be able to access the contents of Keyword Planner in a much simpler way, as it now only presents two options of use including “Find new keywords” and “Get metrics and forecasts for your keywords” — understanding that those who are using the platform already know how to use it. Previously, users had around eight strands of choices when they logged onto the tool, which sometimes complicated things for the end user.
However, the update hasn’t gone too far from what it was. The keyword ideas chart remains mostly the same and gives marketers insights to search volumes but has taken one step further and now shows the number of searches that are carried out on mobile devices in the same location. Although mobile searches were available to see, users had to proactively locate them using drop-down menus whereas now they can be compared instantly with other results.
Nevertheless, there have been some changes that haven’t been so popular with marketers. Users are unable to see ad impression share comparisons to competitor and marker leader domains using the search volume trends dropdown.
On top of all of this, users can now see two new metric measurements in Keyword Ideas — including organic impression share and organic average position for the keywords if a website was to rank for them — perfect when deciding on which keywords would be most beneficial for a campaign. To have greater visibility over this, both Google AdWords and Search Console accounts must be linked.
When it comes to forecasting, users will be able to instantly see the estimated performance impact, including a max CPC (Cost per Click) from chosen keywords, and won’t be required to make a bid to gain these insights. One problem that many marketers faced when using Keyword Planner for bidding was the irritation of toggling between menu tabs to see device and location breakouts — but a new overview option includes cards for both of these factors.
These charts can also be used for presentation purposes, as all give clear indications of what they’re discussing. For example, across different devices, you can clearly see the difference between cost, clicks and impressions. As well as this, you can see the cost of each performing location in a clearer way.
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