Google Keyword Planner vs. Keyword Tool

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Planning a search campaign requires researching the best keywords for your niche and then creating a strategy to use them. The Google Keyword Tool was the foremost tool for discovering the best keywords for your campaign, but it has been discontinued. Instead, Google has launched Keyword Planner, a tool which combines the features of their Keyword Tool with the Traffic Estimator. This way, you cannot only find keywords, but also get an idea of the volume of traffic they can drive to your website over time.

As expected, Google has ensured that the Keyword Planner is a cut above the now defunct Keyword Tool. It brings with it a number of new features as well as those that have been adapted from the Keyword Tool. So, what is different about the Keyword Planner?

Search Volume Data for All Devices

When you perform a search using the Keyword Planner, it will deliver results based on the searches that have been made across different devices. You cannot isolate the search volume data for a particular device, such as a smartphones or desktops. This is also the reason why the search estimates you get through the Keyword Planner are higher. This can be a drawback of sorts if you are doing research for mobile SEO or for any other particular device. However, this feature complies with the changes made to AdWords campaigns recently.

Separate Data for Keyword Match Types

When going through data for different match types for a particular keyword, the Keyword Tool didn’t filter the results which emerged from an overlap of broad and exact matches. As a result, the traffic estimate you got was not entirely accurate. Using the Keyword Planner, you will be able to see data for the specific match type you selected, ensuring that there is no overlap. This will give you a better idea of which keyword match type your campaign should focus on.

Different Data Columns

The layout for the Keyword Planner is disparate from the Google Keyword Tool. The most notable change you will see is in the data columns. The names of the columns have been changed though the function pretty much remains the same. For instance, Ad Share is now called Ad Impressions while Local and Global Monthly Searches has been replaced by Average Monthly Searches. The Search Share and Local Search Trends columns have been done away with altogether. So, it would take some getting used to when you start using the Keyword Planner.

The Google Keyword Planner Tool is a two-in-one as it allows you to do keyword research as well as plan your campaign. The features that have been changed or been upgraded reflect the dual purpose of the new tool by Google. It will take some time before SEO professionals and online marketers adopt it widely, but there is little doubt that Google is trying to make things easier for them.