Change is inevitable, especially in the ever-evolving world of digital marketing. Google Keyword Planner, a staple tool for advertisers, has recently made a significant change that has left many wondering how to adapt their keyword research strategies: Google Keyword Planner drops keyword forecasting. But fret not! In this blog post, we’ll guide you through the changes, the reasons behind them, and how you can pivot your approach to keyword planning for continued success in your marketing efforts.
We’ll also explore alternative tools for keyword forecasting and provide practical tips for effective keyword planning in the post-change landscape. So, buckle up and get ready for a deep dive into the world of keyword planning and forecasting!
Google Keyword Planner has retired individual and ad group keyword forecasting, providing an opportunity to refine strategies.
Utilize campaign-level forecasts & historical keyword data from Google Keyword Planner in conjunction with alternative tools such as Google Trends & Analytics for a comprehensive strategy.
Prioritize quality keywords and analyze competitor strategies to effectively plan post-change research.
Google Keyword Planner has recently retired individual and ad group keyword forecasting, causing many to wonder how this will affect their keyword research process. The decision to discontinue these features was primarily driven by the low usage rate among advertisers. Even with this change, Google Ads Keyword Planner continues to be a useful tool for keyword planning, offering both campaign-level forecasts and historical keyword-level data.
While the removal of individual and ad group keyword forecasting may seem like a significant loss, it also presents an opportunity to refine and optimize your keyword planning process. Grasping the reasons for the change and the available data in Keyword Planner enables you to formulate a more robust keyword strategy and make data-driven decisions.
The primary reason for retiring individual and ad group keyword forecasting in Keyword Planner was that few advertisers were utilizing these features. Google’s intention is to optimize advertising strategies effectively by focusing on features that provide more value to the majority of its users.
As a result, Google decided to discontinue the maintenance of individual and ad group keyword forecasting in Google Ads account and redirect its efforts toward enhancing other aspects of the tool, such as campaign-level forecasts and historical keyword-level data. This change allows advertisers to concentrate on the most valuable data for their advertising strategies, ultimately leading to better-informed decisions and improved results.
Despite the removal of individual and ad group keyword forecasting, Google Keyword Planner continues to offer campaign-level forecasts and historical keyword-level data. Campaign-level forecasts provide estimations of search volume and predictions for specific keywords in paid search campaigns, giving advertisers a valuable resource for planning their advertising strategies.
Historical keyword-level data, on the other hand, refers to search volume and forecasts for saved keywords. By leveraging this data, advertisers can gain insights into past keyword performance and trends, allowing them to make more informed decisions when planning their future campaigns. This information remains available in Keyword Planner, ensuring that advertisers can continue to optimize their strategies even with the changes in the tool.
In response to Google Keyword Planner’s changes, it’s advisable to concentrate on campaign-level forecasts and utilize historical keyword-level data to gain deeper insights. This approach will enable you to generate keyword ideas and map out your campaigns using the data provided by Keyword Planner.
Additionally, alternative tools such as Google Trends and Google Analytics can be utilized for keyword forecasting and developing a keyword strategy. Merging data from these tools with the information from the Keyword Planner tool will help you craft a thorough and productive keyword research strategy, ensuring your campaigns perform well in spite of the tool’s changes.
Campaign-level forecasts are an integral part of an effective keyword research strategy. They provide valuable estimations of keyword performance in digital marketing, considering the context of the campaign and the user’s search intent. These forecasts enable advertisers to group keywords and set bids in accordance with their budget, optimizing their campaigns for improved performance and results.
Utilizing campaign-level forecasts allows you to better understand the anticipated impressions, reach, clicks, and other metrics for a given advertising campaign. Concentrating on these forecasts will assist you in devising targeted marketing strategies that yield superior results for your business.
Historical keyword-level data is a powerful tool for understanding past keyword performance and trends. Analyzing this data allows you to spot potential keywords, assess the performance of existing ones, and tailor your SEO strategies.
Using historical keyword-level data with keyword filters can offer valuable insights into the performance of keywords over time, enabling more precise predictions of keyword performance. By leveraging this data in conjunction with campaign-level forecasts, you can develop a comprehensive keyword research strategy that will drive better results for your campaigns.
Although Google Keyword Planner continues to be a key resource for keyword planning, it’s beneficial to investigate other tools for keyword forecasting, guaranteeing well-informed decision-making. Google Trends and Google Analytics are two such tools that can be utilized for keyword forecasting and developing a keyword strategy.
Utilizing these alternative keyword tools, including the data from Keyword Planner, you can formulate a stronger, more holistic keyword research strategy. This will ensure that your campaigns continue to perform well, despite the changes in the keyword tool.
Google Trends is an excellent resource for analyzing keyword popularity over time. By monitoring the popularity of keywords, you can identify emerging trends and anticipate future keyword trends, allowing you to stay ahead of the curve in your marketing efforts.
In addition to keyword forecasting, Google Trends can also provide valuable insights into the search habits of users and help you understand how search behavior is evolving. Incorporating this data into your keyword research strategy helps in crafting targeted campaigns that meet the evolving needs of your audience.
Google Analytics is another powerful tool that can be used alongside Keyword Planner to understand which keywords drive traffic to your site and make data-driven decisions. Analyzing the available data in Google Analytics provides insights into user behavior, conversions, and other metrics, informing your keyword planning efforts.
By harnessing Google Analytics, a more targeted and effective keyword research strategy can be developed, focusing on the keywords that generate the most traffic and conversions. Implementing Google Ads alongside this strategy will ultimately lead to better results for your campaigns and a stronger online presence for your business.
After these changes, it becomes pivotal to prioritize quality over quantity in keywords and scrutinize competitor strategies to maximize your keyword planning efforts. By focusing on high-value keywords and evaluating competitor tactics, you can ensure that your keyword research strategy remains effective and drives better results for your campaigns.
Subsequent sections will delve into prioritizing quality keywords and analyzing competitor strategies, with practical tips to enhance your keyword planning efforts.
Quality keywords are those that are relevant, specific, and have a high search volume but low competition. Focusing on relevant keywords attracts a more targeted audience, and increases the chances of conversion.
Keyword research tools like Google Keyword Planner, Google Trends, among others, can be used to identify quality keywords, shedding light on ones with high search volume yet low competition. Once identified, prioritize these quality keywords based on their relevance to your business objectives, target audience, and potential for conversion.
Analyzing competitor strategies is an essential part of effective keyword planning. Researching their keywords, comprehending their target audience, and analyzing their content will help you identify effective and budget-friendly keywords for your campaigns.
To refine your keyword list, follow these steps:
Use the insights gained from competitor analysis to remove irrelevant keywords.
Introduce new keywords based on your findings.
Optimize existing keywords to improve their performance.
Consider the search intent of the keywords and their competition level when refining your list.
By following these steps, you can develop a more targeted and effective keyword research strategy that outperforms your competitors.
In conclusion, the changes in Google Keyword Planner may initially seem daunting, but they also present an opportunity to refine and optimize your keyword planning process. By focusing on campaign-level forecasts and historical keyword-level data, you can continue to develop effective keyword strategies that drive results for your campaigns.
Remember, alternative tools like Google Trends and Google Analytics can also play a crucial role in your keyword research strategy. By prioritizing quality keywords and analyzing competitor strategies, you can ensure continued success in your marketing efforts despite the changes in Google Keyword Planner.
Google Keyword Planner’s CPC estimates are usually reliable, but there can be discrepancies. This is because they only consider historical data and the numbers are rounded up to the nearest thousand. Thus, it should be used as a tool to get general indications, rather than exact predictions.
Google Keyword Planner uses historical search data to make estimates on the likely performance of a set of keywords based on spending. It can provide you with projections of conversions, clicks, or impressions and help inform how to group your keywords and set your bids.
Google Keyword Planner may not be working due to account restrictions, like needing an active Google Ads account and billing information. To troubleshoot the issue, check your account restrictions and ensure your Google Ads account is active.
Google Keyword Planner has retired individual and ad group keyword forecasting, due to low usage among advertisers, resulting in a shift from anticipated keyword performance to more general search trend analysis.
Keyword Planner still offers campaign-level forecasts and historical keyword-level data, providing key insights for developing successful campaigns.
Co-Founder of PPC Ad Editor. I am a leader in digital marketing, specializing in strategic planning, implementation, and optimization.