All of the keyword planners for all of the search engines have undergone changes, new names, and updates within the last few years, and this time the change is coming to use from Bing Ads. It’s important to understand how it works and what it means to you so you can begin using the new tool right away and continue to optimize for Bing. Remember, Bing now has 20 percent search market share, making it one of the largest search engines in the world. If you’re not paying attention to it yet then you should be, and this tool will help you find success.
How the Bing Ads Keyword Planner Works
According to the official announcement from Bing, the Keyword Planner will be found in the Tools section of the Web UI. In short, it will help you find more relevant keywords that drive traffic to improve your campaigns performance, and it will also help advertisers determine how much to bid on certain keywords to be competitive. The tool does all of this by offering a few different data points: Keyword and ad group suggestions, average monthly search volume trends, relative competition, and suggested bids.
And now for the long version. According to a Search Engine Land article, the update “brings the interface in line with AdWords and addresses the data limitations of the former Bing Ads keyword tools.” A few detailed reasons to use the keyword planner include:
You get new keyword and ad group suggestions with historical statistics.
What the tool looks for with this information is keywords that are relevant with good traffic, but have medium to low competition. This is also key if you’re looking for long-tail keywords that have a low search volume but a high likelihood of conversions.
Probably the coolest thing about the new tool is the way that you find new keywords. There are four different things you can do:
- You have an option of targeting by state, DMA and/or city, device, or other location breakdowns that will be shown to you in a graphical format.
- You can filter by search volume and/or excluding certain keywords from your list (keywords already in your account, for example).
- You can multiply keyword lists to get new combinations of keywords.
- You can upload or copy and paste existing keyword lists into the tool so that you can group them into ad groups. This helps to show you search volume trends, performance estimates, etc. (discussed in the next section).
Below is a screenshot from the announcement that shows what your graph will look like if you use any of the filters or categories mentioned above for targeting:
You can see how the keywords may perform at different bid and budgets.
Bids and budgets can be the most confusing aspect for many business owners, and in my opinion this tool does a good job of making this data intuitive so you can make the right decisions. The planner will give you performance and cost estimation numbers including impressions, clicks, spend, CTR, average CPC, and average positions. Below is a screenshot that Bing featured to show how this works:
Keep in mind that the estimates you see are always tailored to the specific Bing account you’re working with at the time. In the screenshot above, you can see that the budget is not going to be large enough for the bid you’ve selected (hence the downward trend). Naturally, this means you should increase your budget or lower your bid.
How to Access the Keyword Planner
You can find the Keyword Planner under the Tools section of your account, which you can see in the screenshot below that Bing used as an example:
Once you have the keywords results you want and you’re all set to go with your bids and budgets, you can add the groups to your account by either creating a new campaign or adding to an old campaign. You then create your ad copy like always and you’re set to go.
What the Bing Ads New Keyword Planner Means to You and Extra Resources
In the end, the keyword planner is a much more intuitive way to help you find relevant keywords that work for your campaigns and then determine how much you should budget and bid. Before it felt somewhat like a guessing game and businesses were losing money over poor keyword choices, so the fact that this planner is now aligned right alongside your AdWords means you can have better control over your campaigns.
Bing also create a two detailed guides surrounding the keyword planner if you need extra help:
The keyword planner has so far only been rolled out to those in the US and it will replace the Research Keywords option that was there previously. Once you give it all a try, let us know what you like and what you don’t like in the comment section below.