Google adwords word selection. Statistics of search queries from Yandex, Google and Rambler, how and why to work with Wordstat

When you get keyword data, you can choose metrics or forecasts. This data will match the location, date range, and search network targeting settings you select in the Targeting panel. Metrics and forecasts will help you understand how best to group keywords and what bids to choose.

In this article, you'll learn how to get metrics and forecasts for keywords, analyze such data, and set up targeting and filtering results.

Instructions

Indicators and forecasts by keywords

Use keyword match types to get more accurate traffic forecasts. For example, by adding a keyword phrase with an exact match [elite resort Krasnodar region], you can evaluate the effectiveness of queries specifically for it.

Indicators for the past period

Forecasts

Calculating the number of impressions you might receive in the future takes into account your bid, budget, time of year, and ad quality statistics. Viewed in Planner, keyword forecasts consist of an overview chart, a table with detailed data, and bidding recommendations based on your business goals.

Meaning of indicators in forecasts for keywords

Clicks. The number of clicks an ad with a given keyword can receive per day.
Price. Possible average amount spent per day on this keyword.
Impressions. How many impressions an ad can receive per day. An impression is recorded every time it appears on a search results page.
CTR. The ratio of the number of potential clicks on an ad to the possible number of impressions.
Average cost per click. The average amount you are expected to pay per click. The final amount you pay per click is adjusted automatically and is called the actual cost per click. This means that the amount will not exceed the minimum acceptable value by more than 60 kopecks. Accordingly, this rate may be lower than the average of all keywords entered or the current CPC at the ad group level.

Note

Please note that some statistics (such as monthly searches) are provided for exact match purposes only. For example, when checking the number of monthly searches for a keyword dark chocolate you will see the same statistics for both broad, phrase or exact match keywords dark chocolate. On the other hand, when obtaining traffic forecasts (number and cost of clicks), these settings are taken into account. For example, when evaluating a list of broad match keywords, the system takes into account possible overlaps between them.

Plan Overview page

The Plan Overview page shows forecasts for your plan, broken down by top-performing keywords, locations, and devices. The information is presented in a simple, easy-to-understand manner, and you can modify the parameters of each forecast to analyze in detail the potential outcome of the plan.

The default rate is also listed at the top of the Plan Overview page. You can change this value by entering it in the appropriate field or by selecting the desired point on the chart. This will help you know how your bid amount affects the performance of your keywords. The default rate is affected by the following factors:

previous plan (if any);
The average maximum CPC for all ad groups in the account that have manual bids;
The average maximum CPC for all manual bidding ad groups that use the same currency.

Troubleshooting traffic forecasts

Sometimes traffic forecasts may be lower than you expected or different from actual data. In some cases, the forecast is not displayed at all.

The following describes the causes of such problems and how to resolve them.

The ratings are too low

In Keyword Planner, you can see estimates of the number of clicks and impressions you can get in a day. To improve your results, it's usually a simple matter of raising your CPC. However, this solution may not always work. The reasons are listed below.

Statistics on ad effectiveness. Keyword Planner uses this data and information about ads with similar keywords. If the overall CTR for previous periods was consistently low, this will affect the current forecast. Try to increase CTR, which in the long run will lead to improved forecasts.
Search analysis. We track keywords and search patterns to better predict traffic volumes. Low rankings may be due to the fact that a certain keyword or phrase is rarely mentioned in search queries. In this case, try adding other keywords or combinations of them. To do this, click "Keyword Options" in the page selection menu on the left.
Google Advertising Network Rules. Google's search partners may have different requirements for ad types. So, on some sites you can only show ads that are suitable for any audience. The Keyword Planner adjusts its forecast to account for possible rule differences, so traffic estimates do not always properly reflect search advertising potential.

Actual traffic differs from Keyword Planner predictions

The traffic forecast for Google search and partner sites is based on data from a dynamic ad serving system. That is why, in a number of situations, actual results may differ materially from those predicted.

You recently created a Google Ads account. Predictions for new accounts are based on average statistics for all advertisers, since we don't know anything about your business yet. Approximate values will be displayed until accurate ad performance data is available.
Your ads appear on the Display Network. The forecast is for the search network only, excluding traffic from the display network, including manually selected placements. When displaying ads on the Display Network, your actual traffic volume will likely be higher.
You have selected a target region that is too small. If the system does not have enough data for a selected small area, the forecast may not be accurate.
You use the same or very similar keywords in several campaigns. If there are multiple ads associated with a specific keyword, only one of them will be shown. This means that similar or identical keywords in different ad groups or campaigns will compete with each other. Keyword Planner takes into account competition between similar and identical keywords within the same campaign whenever possible, but estimates for such terms may be less accurate. Keyword Planner doesn't compare keywords used across different campaigns, so competition between campaigns isn't taken into account at all when calculating scores.
A keyword plan or list presents related keywords. When you ask to estimate the number of clicks for several closely related keywords, Planner tries to predict the distribution of traffic between them, so the resulting estimates may be less accurate.
The daily estimate is calculated based on the weekly estimate. To make a forecast, an estimate for a week is taken, which is then evenly distributed over the days. Since traffic fluctuates greatly throughout the week, it's best to look at the weekly average.

When I first created a blog, I had no idea how to select search queries, and even less knew that there were special keyword statistics services. I just wrote unoptimized posts about WordPress plugins and templates, participated in relay races, and reviewed blogs. Yes, thanks to the announcements of these posts, I had some traffic and, in addition, I found new online acquaintances.

But, as you may have guessed, in order to have constant traffic, I had to constantly write on the blog, make announcements every day (announcements, by the way, took me at least 10-20 minutes a day), in a word - I was tied to the blog . And what to hide at that time, like many beginning bloggers, my desire was much greater than the desire to increase the number of visitors from search traffic. How stupid I was :). If I had started writing posts for search engines then, the blog traffic would have been much greater than it is now. Well, that's okay. Thanks to the fact that we learn from our mistakes, we become more experienced :).

Therefore, my dear friends, if you have started a blog, from the first days of its existence, work on its traffic (you can read how to do this in the article “How to increase site traffic by +105.11% in a month?”)! To do this, using the statistics of search queries from Google, Yandex or Rambler, create a semantic core of your site (well, if you can’t do this, you can always order from me), and write articles for these queries in the size no less than 3000 characters without spaces. Long articles are good because they can bring you a lot of visitors due to low-frequency queries (you can read more about these queries). I’ll talk about how to write optimized posts in new articles, but now I’ll move directly to search query statistics services.

I want to warn you right away that these services do not show entirely accurate information about the number of search queries per month. They show the number of impressions of contextual advertising ads for a specific request:

That is, if a user with the request “plastic windows” goes to the second search page, the ad will be shown 2 times and, accordingly, the statistics service will show us that this request was searched not 1, but 2 times. Therefore, in practice, the real numbers will be somewhat smaller than those shown by various services.

Google search statistics

I use Google search query statistics most often, since I try to promote this search engine first. It is easier to advance in Google, since it is more predictable than Yandex. For Google, it’s enough to optimize the article, buy as many PR links for it as possible and voila - you’re in the TOP! Yandex constantly appears new algorithms, which every now and then shuffle search results like a deck of cards.

To use Google query statistics, go to the page. Let me give you an example of selecting keywords for a culinary site.

First of all, you need to enter a basic query, on the basis of which keyword options for the future semantic core of the site will be selected. I entered the query “how to cook”.

The next step is to select the match type. There are 3 types of matches: broad, phrase and exact. I recommend selecting accurate as this option will show the most accurate information for the request. And now I will explain why.

Broad match This means that impression statistics will be shown for all words that are in this request. For example, for the query “plastic windows” it will be shown for all words that include the word “plastic” and the word “windows” (plastic, window, buy windows, buy blinds for windows, PVC windows prices). In a word, there will be a lot of “garbage”.

Phrase matching means that statistics for words will be shown in the exact order in which they are listed. Along with the specified combination of words, other words may also be present in the request. For the request “plastic windows” the words “inexpensive plastic windows”, “plastic windows Moscow”, “how much do plastic windows cost”, etc. will be taken into account.

Exact match means that statistics will be shown only for the specified query without any other words in the query “plastic windows”. This option is exactly what we need.

Well, now let's move on to the third step of selecting keywords: choosing the target region and language and.

Here are the results the service will produce:

We are most interested in the indicator “Number of requests per month (target regions)” and “Approximate cost per click” (if we are going to place Adsense advertising on the site pages).

Yandex search query statistics

Very often, Google statistics alone are not enough to get a complete list of keywords on the desired topic. Therefore, in such cases I use, which provides statistics on Yandex queries. The Wordstat panel is made a little simpler than its counterpart in Google: here you will not find match types, you will not be able to save selected queries to your computer, you will not be able to find out the cost of a click, etc.

To obtain more accurate results, you need to use, with which you can clarify the queries that interest us.

If you just enter a query how to cook, we get the following statistics:

This is the same as if we selected “broad match” in Adwords.

If you enter the same query, but in quotes, we will get more accurate statistics (analogous to phrase matching in Adwords):

Well, to get statistics only for a given query, you need to use the “!” operator:

"!how to cook"

To get even more accurate results, you need to specify the region for which the site is being promoted:

Also in the top panel of Wordstat there are tools with which you can view the statistics of a given query by region, by month and by week. With the help of the latter, by the way, it is very convenient to analyze the statistics of seasonal requests.

For example, by analyzing the query “how to cook”, you can find out that it is most popular in the December months (this is not surprising - everyone is preparing for the New Year):

In general, the service is quite convenient... if you need to select queries for writing a specific post. But what if you need to create a large semantic core from Yandex search query statistics?

In this case, you need to download the free program Slovoeb:

He will collect all types of frequencies in Yandex, analyze their seasonality and geo-dependence, and determine the approximate cost and promotion period. The software is just what you need!

Search query statistics Rambler (Rambler)

I hope this post was useful to you :).

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p.s. As a snack, today I suggest you watch another video by Rand Fishkin (SEOmoz) about promoting sites on social networks:

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We've released a new book, Social Media Content Marketing: How to Get Inside Your Followers' Heads and Make Them Fall in Love with Your Brand.

The tool itself offers the following selection options:

Select the first item.

Let's see what keyword options he finds for the word “roses”:

In the column “Your product or service A » indicate the name (roses, bicycles, etc.).

You can also specify a landing page if there are different groups of requests leading to different sections of the catalog, such as in online stores or service sites.

Unlike Wordstat, in the “Planner” it is possible to select a product category, such as “Gardening”. This greatly simplifies the search for keywords, because... unnecessary words (movies with the word “rose” in the title, perfume, the female name “Rose”, etc.) are automatically eliminated. In our case, we need the category “Gardens, terraces, patios”.

Targeting

The following are offered as targeting criteria:

"Location" You can select a target city/region or several where the activity is carried out. There is no point in showing advertising throughout Russia if your services are distributed throughout Moscow and Moscow Region.
"Language". Google is focused on global coverage and therefore can be configured in any of the languages provided.
"Negative words" Additionally, you can add words for which queries will not be shown.
Click on “Get options” and see what happens.

Keyword statistics in Google

Here you can see variants of keyword combinations with the word “roses”, the average number of requests per month and the level of their competition.

The keywords are chosen quite accurately and in accordance with the topic.

Now let’s see the result of Wordstat selection:

The results are more “junk” and need to be diluted with negative keywords. However, Yandex shows us synonyms and queries similar to the one we are looking for.

For the more specific “buy roses”, Wordstat gives more options. In addition, it makes it easier and faster to collect low frequencies.

Keywords for the query “buy roses”

Google Adwords keywords for the query “buy roses”

Conclusion

Comparing the work of the two tools Yandex.Wordstat and Google Adwords, I would say that it is best to use these two tools together.

Yandex Wordstat is much faster and easier to use.

However, despite the difficulty of selecting keywords in Google, the tool itself provides more information for analysis and many additional opportunities for collecting high-quality synonyms.

In addition, Yandex and Google, different algorithms the formation of search results, tips, and, accordingly, popular queries are also different. This means that in order to get the maximum possible traffic from Google, we need to collect semantics on it. In this article we will look at how to do this completely free of charge, spending no more than half an hour.

If you have previously launched an advertising campaign, then you can see additional information on the statistics of queries in Google Adwords by monitoring for which queries your advertising was shown. To do this, go to the section "Reports" and create a new one in the form of a table.

Then, in the “Targeting” section, find the Search term and drag it into the table field. Then the data obtained in this way, in any convenient format, including an Excel file, can be saved on your computer, and then cluster or make a sample of interest. The figure below shows real data for one of our clients, where 1894 unique requests! Isn't that cool?

Among these queries, you can select all queries that indicate company names, phone numbers or competitors' website addresses, and add these keywords to your companies in KMS and/or on search.

The second use case is to improve SEO optimization of a website or an individual page: .

Also, these statistics will help determine the real needs of users:

intends to buy, but not soon;
evaluates proposals from different companies;
ready to buy right now;
will not buy, looking for general information.

Another example of collecting statistics on queries

For example, our company repairs computers and hardware in Moscow. At the same time, we have a fairly limited budget for advertising, so we want to find keywords for which there is the lowest competition (few advertisers), so that advertising can be a priority choice for users and thus get the maximum number of conversions with minimal coverage.

The query for which the words will be collected: “laptop repair”.
Region: Moscow.
Level of competition: low.

Here are a few of the 300 keywords that the system showed us, among which the request looks very promising "tablet repair". You don’t have to rely on the recommended bet level here, since in fact it can differ significantly from the real one, both with a “+” and a “-” sign.

After checking the request "tablet repair in Moscow" We didn't find any advertisements.

Therefore, we can conclude that Google Adwords query statistics are a treasure trove of useful information that, if used correctly, has enormous potential. But whether you use it or not depends entirely on you.