Definition of the Keyword Planner

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Le Keyword Planner is an essential tool for content creators and advertisers in the world of digital marketing.

To help you get to grips with this tool and make the most of it, here's a complete overview of how it works from our Optimize 360 SEO Agency.

Keyword Planner

What is the Keyword Planner?

The Keyword Planner, also known as the Planning tool key wordsis a system set up by Google to help identify and analyse search trends and volumes around specific keywords.

It is a valuable resource that can be used to optimise content creation and advertising strategies by providing relevant information about the queries made by users on Google.

The aim is to improve the visibility and effectiveness of paid referencing or natural.

Key features of Keyword Planner

The Keyword Planner offers several options for exploring and exploiting keywords effectively:

  • Discover new keywords: This option allows you to generate a list of keywords associated with a given theme or expression, which can help you find relevant subjects for creating content or targeting advertisements.
  • Analysis of search volume and forecasts : The tool provides statistical data on monthly search volume and trends for each keyword analysed, as well as forecasts of the potential performance of the selected keywords.
  • Planning advertising campaigns: Thanks to this information, it is possible to estimate the budget needed to achieve a certain level of impressions, clicks or "hits". conversions with a campaign based on the keywords chosen. The Keyword Planner also provides suggestions for targeting and bidding to optimise the use of the budget.

It should be noted that not all of these functions are available to all users without restriction: full access to data depends on the type of account. Google Ads and the associated advertising spend history.

How do I use the Keyword Planner?

To access the Keyword Planner, you need a valid and active Google Ads account. Here's how to get started:

  1. Log on to to your Google Ads account, then go to the main menu at the top left of your screen.
  2. Click on "Tools and settings" (key icon) then select "Keyword planning" in the "Planning" section.
  3. Once you are on the Keyword Planner page, you can choose from the various options available for discover new keywords or analyse the research volume and forecasts for specific keywords.
  4. Enter the terms or expressions you wish to study and carry out your research. The results will be displayed in the form of a table containing information on search volumes, the level of competition and performance forecasts for each keyword analysed.

Analysing the results of the Keyword Planner

Once you've obtained data on the keywords that interest you, take the time to analyse them carefully to determine how you can use them effectively in your marketing strategy. Here are a few things to bear in mind:

Monthly search volume

Search volume represents the average number of queries made by users for a given word or expression over a period of time (generally a month). A high search volume indicates strong demand for a subject, but also increased competition for positioning on these keywords. It may therefore be a good idea to look for less competitive but still relevant terms to improve the visibility of your content.

Level of competition

The level of competition is an indication of the number of advertisers wishing to place ads for a given keyword specific. A high level of competition means that it will be more difficult and potentially costly to position yourself on this term with paid campaigns. In this case, it's important to assess whether the potential benefits of reaching a wide audience are worthwhile. audience with this keyword justify the investment required.

Performance forecasts

Performance forecasts provide estimates of the number of impressions, clicks and conversions you could achieve with a campaign based on the keywords selected. This data can help you adjust your budget, targeting and bidding to maximise the profitability of your marketing efforts.

Exploiting the insights generated by the Keyword Planner

By using the data provided by the Keyword Planner, it is possible to significantly improve the relevance and effectiveness of the content produced or the ads displayed.

Don't hesitate to test different combinations of keywordsYou'll need to analyse their evolution on a regular basis and constantly refine your strategy in order to maximise your return on investment in the competitive world of SEO and digital marketing.

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