Keywords are the foundation of Google AdWords campaigns. The AdWords keyword planner is a very useful tool for evaluating keyword potential and identifying additional keyword ideas.
Google is currently launching an update to make the tool even more helpful: The keyword planner now provides benchmark data.
Soon you will retrieve the following benchmark data in the menu “Search for new keyword and ad group ideas”:
- Top 5 market leaders: The tool displays the top 5 competitors for your keyword ideas. You will see the ad impression share of the top 5 compared to your account.
- Similar advertisers in various keyword categories: This chart shows the ad impression share of your account compared to similar advertisers.
This benchmark data is an additional and important source of information for your campaign targeting:
- Find keywords with high potential: The market leaders typically have a high ad impression share for keywords with high potential. Use these keywords, especially if they have a high search volume and low to medium competition.
- Identify missed keyword potential: Categories for which your ad impression share is low compared to competitors can reveal missed opportunities. Find additional relevant keywords and start by adding the ones for which your ad impression share is low. Ideally, focus on keywords with high search volume and low to medium competition.
The new benchmark reports will become available for all AdWords accounts within the next weeks.
Do you have questions about the Google AdWords keyword planner tool or about search engine marketing in general? Feel free to send me an e-mail.
Source header image: Wikipedia
