Online marketing is complicated. I don't mean in the book learning sense, I mean pure complexity.
It's easy to get lost in the weeds of the execution of a Google advertising campaign. Why? There's far too many choices for an advertiser today.
"Should I put all my eggs into a search engine marketing campaign (AdWords)? I've read amazing things about retargeting. Mobile sure sounds like it's important, and dayparting and hyper-local-targeting smartphone users while my shop is open is enticing. But wait, video ads might really move the needle. Wait, I forgot banners, my products are really visual."
Resist the urge to be purely tactical. Let's talk strategy. And at its heart, a great strategy is built on data about the business opportunity.
Google Keyword Planner gives you all the data you need to paint a picture of your search opportunity
To be a useful marketer, you need to know how many searches happen each day online for your product. This tool allows you to input one or more keywords and see the daily opportunity in terms of available impressions.
And once you understand the opportunity, you can priority stack which products make you the most money, then adjust your bids in your AdWords campaign to match.
Bingo. You just used Google's big data to inform your hyper-local campaign and drive better results in your search campaign.
Once you've got search locked down, it's time to move on to display (banner) advertising. There's a Google Display Planner for that, too.
Keyword Planner is like a workshop for building new Search Network campaigns or expanding existing ones. You can search for keyword and ad group ideas, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together. A free AdWords tool, Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns.
Whether you're new to online advertising or an experienced pro, you can use Keyword Planner to lay the groundwork for a successful campaign.
Benefits of using Keyword Planner
Keyword Planner makes the process of building a new Search Network campaign or refining an existing campaign more efficient. The tool gives you greater insight into which keywords, ad groups, bids, and budgets you may want to use.
Research keywords. Need help finding keywords to add to a new campaign? Or, maybe you want to find additional keywords to add to an existing campaign. You can search for keyword and ad groups ideas based on terms that are relevant to your product or service, your landing page, or different product categories.
Get historical statistics and traffic estimates. Use statistics like search volume to help you decide which keywords to use for a new or existing campaign. Get estimates, like estimated clicks, to get an idea of how a list of keywords might perform for a given bid and budget. These estimates can also help guide your decision on which bids and budgets to set.
Google Keyword Planner
Google Display Planner