How the New Google Keyword Planner Affects Mobile Search Marketing
It is just a fact: paid mobile advertising & mobile SEO are different from their desktop counterparts. Because of the distinctions from traditional SEO and PPC, including the differences in keywords that users enter on desktops vs. mobile devices, Dallas area SEO firms like ours know that mobile SEO and PPC needs its own products to make it a more effective service for mobile webmasters. One of those tools is the Google Keyword Planner, which (for mobile marketers at least) will replace a highly popular tool: the Google Keyword Tool.
1. It will provide keyword volume estimates for all devices.
For the past four years, the Google Keyword tool has featured a filter that analyzes keyword volume by each device. It was helpful, because webmasters could use this data to know how much volume each keyword provides. But now, with the Google Keyword Planner, that data will nullify the use of the Google Keyword Tool for mobile marketers. Here are some developments that will likely result.
First, marketers will probably be taking their mobile data more seriously now. When the Google Keyword Tool was the only keyword research tool for all devices, users had to specify when they wanted to look at the mobile data; otherwise, only the keyword data for desktops and laptops would appear by default. But with the new Google Keyword Planner, they will be able to see the keyword volume estimates for all devices at the same time. This forces marketers to look at the keyword data for all devices at the same time, and confront any problems (or hopefully, celebrate any victories) they are experiencing head on.
2. It will provide data of both general and local searches.
Second, the Google Keyword Planner will provide a view of local search volume in addition to general keyword volume. This is great for mobile marketers, because mobile and local are so closely tied together. Google has gone on record as saying that now, 50% of mobile searches are local (this is a 10% increase since 2011). And according to Bing, the figure is closer to 53%. If more than half of all mobile searches are local searches and the number is climbing every year, then anyone marketing to local audiences on mobile devices definitely needs to see that overlapping data. It’s essential if they want to market to that audience effectively. The new Google Keyword Planner gives them that opportunity.
3. It will leave out some data, but there are other tools for that.
The new tool is not without imperfections, though; one downside is that marketers will no longer be able to see some of the more specific differences in how users Google search on different devices. However, one tool that does offer this capability is Bing Ads Intelligence. It is equipped to provide a “mobile % of total” report that can provide this information.
As a mobile marketer, you can use more than one keyword analysis tool if necessary; it can actually be very helpful. Better yet, you can incorporate the services of a skilled search marketing firm that knows how to use each analytics tool to your best advantage. Contact our Dallas SEO firm if you are ready to tap into all the data that reveals how your audience is behaving in their searches.