What are the benefits and limitations of using keyword planner for SEM research?

1 Benefits of keyword planner

One of the main benefits of using keyword planner is that it gives you access to Google's vast data on search queries, trends, and competition. You can use it to generate keyword ideas based on your product, service, website, or category, and filter them by location, language, and network. You can also see historical and forecasted data on search volume, competition, and bid ranges for each keyword, which can help you plan your budget and strategy. Additionally, you can use keyword planner to create and refine your keyword lists, and export them to your Google Ads account.

2 Limitations of keyword planner

However, keyword planner also has some limitations that you should be aware of. First, it only shows data for Google search, not other search engines or platforms. This means that you might miss some relevant keywords or audiences that use different channels. Second, it tends to show broad and generic keywords, rather than specific and long-tail ones. This can make it harder to target niche markets or intent-based queries. Third, it sometimes shows inaccurate or outdated data, especially for low-volume or seasonal keywords. This can affect your performance and optimization decisions.

3 How to use search query reports

One way to overcome some of the limitations of keyword planner is to use search query reports (SQRs) from your Google Ads account. SQRs show you the actual search terms that triggered your ads, along with their metrics and performance. You can use SQRs to find new keywords that match your goals and audience, and add them to your campaigns. You can also use SQRs to identify irrelevant or low-performing keywords, and exclude them from your campaigns. SQRs can help you improve your relevance, quality score, and conversion rate.

4 How to use keyword planner with other tools

Another way to overcome some of the limitations of keyword planner is to use it with other tools and sources. For example, you can use Google Trends to see how the popularity and seasonality of keywords change over time and across regions. You can also use Google Search Console to see how your website ranks for different keywords and queries, and how they drive organic traffic. You can also use third-party tools, such as SEMrush or Moz, to get more insights and data on keywords, competitors, and opportunities. By using keyword planner with other tools, you can get a more comprehensive and accurate picture of your SEM landscape.

5 Best practices for using keyword planner

To get the most out of keyword planner, you should follow some best practices. First, you should define your goals and audience clearly, and use them as the basis for your keyword research. Second, you should use different types of keywords, such as branded, non-branded, short-tail, long-tail, and modifiers, to capture different stages and intents of the customer journey. Third, you should test and refine your keywords regularly, and monitor their performance and trends. Fourth, you should use keyword planner as a guide, not a rule, and always complement it with your own experience and judgment.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?