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AdWords Fundamentals: Exam study guide

2.6 Tools to plan a campaign

Scenario

Antoine decides to use Keyword Planner to identify additional keywords that he can add to Fiona's campaign. Searching on Keyword Planner for relevant terms, Antoine sees that certain keywords have higher average monthly searches than others. With Keyword Planner, Antoine's also able to get a daily forecast for how many clicks and impressions these keywords might get and how much they might cost.

How would you use Keyword Planner to build a keyword list? Think about how you'd use the historical statistics to help you decide which keywords to use. Or how you might use the forecast to get an idea of what bid and budget you'd set for a campaign.

AdWords offers several tools to help you build your campaigns and achieve your advertising goals, including Keyword Planner and Display Planner.

You can use Keyword Planner to build your Search Network campaigns, getting keyword and ad groups ideas along with search traffic estimates. Or, you can use the Display Planner to plan your Display Network campaigns, getting targeting ideas along with impression estimates. Both tools allow you to add your plan to new campaigns or existing ones, or download your plan to share with clients and colleagues.

Let's look at how you can use Keyword Planner and Display Planner to build your campaigns.

Keyword Planner

Think of Keyword Planner like a workshop for building your Search Network campaigns. If you're just getting started, you might use Keyword Planner to help you set up a well-structured campaign. You can also use Keyword Planner to help you develop a campaign around an advertising goal. For example, if you want to drive sales, then you could use Keyword Planner to get additional keyword ideas based on your existing, well-performing keywords.

Here are some of the benefits of Keyword Planner:

  • Research keywords: You can get keyword ideas based on terms that are relevant to your product or service, your landing page or different product categories. The tool will automatically organize related keyword ideas into ad groups. You can also multiply two or more lists of keywords, saving the time of manually combining keywords.
  • Get historical statistics and traffic estimates: Keyword Planner will show you statistics, such as keyword search volumes, to help you to decide which keywords to use for your campaign. You can also get traffic estimates, such as estimated clicks, for a given bid and budget to get an idea of which bids and budgets to set.

Display Planner

Like Keyword Planner, Display Planner is a free AdWords tool that you can use to plan your Display Network campaigns. If you're using Display Planner to develop a new campaign, then you'll want to think about a few basic details, such as your customers' interests or your landing page. You can also use Display Planner to expand the reach of your existing campaigns, finding new websites, mobile applications and video channels where you can show your ads.

Here are some of the benefits of Display Planner:

  • Research targeting methods: You can get ideas for keywords, placements and all other Display Network targeting methods to help you to plan your campaign.
  • Get impression estimates and historical costs: See how your targeting ideas may perform based on past results and get historical costs to help guide your budget and bid decisions.

Additional study materials

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