5 Digital Tools – Keyword Planner

Digital Marketing Tool #4

The truth is that when you’re advertising on the web, whether it’s with Google or another marketing channel, it’s absolutely imperative that your ad contains the right keywords. Keywords are those words that your potential customers use to search for your product or service.

Even if you’re not sure exactly what people are or might type in to find your product, Google does know and wants to help you get it right.  Which is why they’ve just updated their Google Keyword Planner tool.

And even better – it’s free! Use it to make informed decisions for both Search Engine Optimisation (SEO) for your website and for pay per click (PPC) campaigns. You’ll need a Google Adwords Account to access this tool.

  • As you’re probably already aware, keyword research is critical to online success. Your website must include the words and phrases that people are searching for in your industry.  In addition, your landing pages should include the keywords used in your advertising.
  • Using the most relevant keywords in your advertising will not only get you more of the clicks that are most likely to convert into customers, it will also save you money.


 Using The Keyword Planner

The best way to start a pay per click (ppc) campaign is to take one specific product and create a campaign just for that – not for your company and certainly not for your whole product range.

When starting out with the Keyword Planner, most people type in the obvious keywords from the industry they’re in.  While the planner is a great tool, it will only come up with keywords that are closely related to the word or words you type into it.

So, it is important to dig deeper for the keywords that are most likely to resonate with potential buyers.

There are 3 categories of keywords:

Head Keywords – these are usually single, top level words which cover the whole industry, for instance ‘sport’ or ‘insurance’.  These will have a massive amount of search volume – which looks very exciting, but will also be very competitive.  This top level type of search term is not where you’ll want to be, particularly with a limited budget.

Body Keywords – these are 2-3 word phrases which define the search more clearly, ‘football boots’ or ‘car insurance’ for example.  They’ll have less competition but can still be quite competitive.

Long Tailed Keywords – these are much more specific 3+ word phrases such as ‘5 a side football boots’ or ‘beetle car insurance’.

It’s also worth looking at Google’s suggestions for Ad Group Ideas which you’ll see as a tab on the Keywords Results Page.  There are often some great keywords tucked into the groups so do take the time to dig into the results and make notes of all those that look promising.

The other thing to note is that if another advertiser is paying £5 per click, you know that it must be a profitable keyword. Track your own campaign to be sure but don’t be afraid of high priced keywords. Over the coming weeks and months, you can tweak your campaign to reduce the cost per click.  And as long as you’re making a profit, keep at it.

Using a combination of body and long tailed keywords is usually the best way to get your campaign off the ground

Proving Your Profitable Keywords

As with all keywords – the proof is to test on a small budget.  Then, when you do roll out your campaign, you do so with some certainty of the likely results.  Whatever market you’re in, testing and measuring is the only way to uncover your most profitable keywords.

All you need to do to get started with the Keyword Planner is create a Google Adwords account, if you don’t already have one.


  • Use the Free Google Keyword Planner for all your paid search ads
  • Drill deep to find cheaper keywords with sufficient search results
  • Use a combination of Body and Long Tailed Keywords
  • Test on a small budget say, £25 – £50.  Only roll out the campaign further when you’re making an acceptable profit
  • To access the Google Keyword Planner, sign into your Adwords account and search under Tools in the top navigation line.  Before you start, don’t forget that to get your free Google advertising, there are some terms and conditions which are explained in the Digital Marketing Tool #1 – Paid Advertising


Links to previous and next pages:

Digital Marketing Tool #3 – Email Marketing

Digital Marketing Tool #5 – Google Business Pages