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Using Google Keyword Tool

laptop displaying Google search
Google provides a free keyword tool that shows the monthly search volume for keywords, estimated average cost per click, and other useful information. You can use this tool to discover proper keywords for your offer or product and to create the Ad Groups.

You can input the keywords you think you want to target and the tool will give the search volume and competitiveness of that keyword, along with other related keywords that you might find useful. Your goal should be to find long-tail keywords with low competition, which can be highly profitable.

You can get to the keyword tool by logging in to your AdWords account, and then clicking the Reporting and Tools tab, then selecting Keyword Tool under ‘Tools’ menu item.

The first task of using keyword tool is to identify promising keywords and key phrases you may want to bid on, and keywords you may decide to exclude.

You can start by entering keyword phrases into the keyword tool. Start with broad keywords to get an idea of volume and cost of Google’s related keywords. After you enter general keyword, the keyword tool shows you keywords relevant to the keyword you entered.

You can start to create your overall keyword list, having your prospects in mind to see whether or not your searchers use this keyword to visit your site. For every keyword (key phrase), you either have to include it to your potential keywords list, or add it to a negative keywords list.

The keywords you’ll see are all broad-match keywords. The problem with broad-match is you let Google to do your thinking for you which is often results in failure. Next, you should try exact-match and phrase-match keywords. To understand the difference:

  • Broad-match keywords trigger ads whenever Google determines that your ad is relevant to the searcher’s query. Example: women’s shoes.
  • Phrase-match keywords are enclosed by quotation marks. They trigger ads if the exact words within the quotation marks are included in the search, with the possibility of additional words before or after. Example: “women’s shoes”.
  • Exact-match Keywords are enclosed in brackets. They trigger ads if the searcher types in the exact words within the brackets. Example: [women’s shoes].

Broad-match will provide the size of entire market, but the exact-match shows estimated search volume for your particular keyword. For your actual campaign, it’s safer to use exact-match and phrase-match, disregarding broad-match until you have profitable campaigns and adequate experience in using AdWords.

By John Stanford – 2019 – Update 2020
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For additional articles written by John Stanford, see
John Stanford is the author of Ultimate Guide to Profitable Pay-Per-Click Advertising.

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