Display Planner Or Keyword Planner

Ultimate Demon, like most SEO tools, works best when the user has a good understanding of keywords.

In other words;

  • What are you trying to rank for?
  • What is the competition for the keyword or phrase?
  • Which sites are you competing against?
  • How can you find a list of contextual associated keywords?

Putting this information into an SEO keyword tool like Ultimate Demon to create your links is a cornerstone of success.

Google display planner and keyword planner compared

Of the free tools available, Google keyword tool in its various incarnations has proved the most popular, but recently it has been joined by another application from Google – The Display Planner.

So what are the differences and what benefit can an SEO link builder using a tool like Ultimate Demon gain from using this latest analysis option?

Google’s display and Keyword planners are some of the most innovative and helpful SEO features the technology giant offers users. Although their end purpose is virtually the same, they have major differences that are important to note in order to get the best out of them.

Google Display Planner

The display planner is an adword tool which helps to provide ideas to the user on how to plan a display campaign and profile that one can either add to their account or download. It generates helpful ideas on how one can target the display network. These ideas are based on the interests of customers and the nature of one’s landing page. Some of the possible ideas Google display planner can help generate include ideas on videos, mobile apps and app categories, topics and such interests as in market segments and affinities. It can also generate suggestions specific to various demographic groups.

Every idea that Google display planner generates comes with cost estimates and the historical cost. These estimates are an indication of how what one would spend if they chose any particular display campaign. The costs do not necessarily indicate the performance. They only help the user plan their display campaign within their budget.

The plans generated by are also very easy to share seeing as they can be easily downloaded. It is therefore easy to share the plan with clients. The Google display tool also offers users the choice between whether to their target is direct response for the customers or a longer term approach of building a brand image.

So we can see that by using this free application, one has the chance to go overly specific by using ad filters and targeting options like ad scheduling, which filters the ideas by time and date. Campaign exclusions can help filter unwanted or unnecessary targeting like certain keywords and placements. One can also filter their ideas by format or size.

Google Keyword Planner

Google keyword planner is another relatively new online marketing tool. Evolved from the old keyword tool, the keyword planner is more restricted and specific. The new keyword tool only gives data for keywords that are exact match. The keyword is compatible for all devices by default, and this removes the need for having to match by device. However, due to this, the numbers will generally be higher because of the device combinations. The keyword planner also offers new column names. Some of the old columns have been combined, and new ones have been added.

The implication for marketers is huge. For instance, Google now expects everyone to identify themselves and the searches they conduct. It is much harder for one to search for data without disclosing their identity. Google analytics is increasingly showing the not provided message, and this makes it difficult for marketers to access relevant data.

Unlike the Google display tool. Google keywords can be used to upload one’s own keywords for performance data. Users might also like the fact that one can see different ad groups and different but related items. In the conception stage, this can be a useful spark for ideas for one to pursue different types of keywords. 

It is not an unstructured tool; it is streamlined into the ad creation process to help the online advertiser. It is relatively easier to use than Google display, and can be used by everyone, from the experienced online marketer to the seasoned pro. 

Keyword planner provides the following benefits. 

• It can be used to research keywords: in situations where one needs help finding keywords they can add to an ad campaign, either a new or existing campaign. One can search for keyword and ad groups based on parameters relevant to their campaign.

• It is also useful when searching for historical data on keyword relevance and traffic forecasts. One can, for both new and existing campaign, get ideas on how any keyword or group of keywords might perform for a given bid or budget. This is unlike Google display that does not indicate performance but shows the cost. Google keywords gather data from historical forecasts to help the user make a decision on the most appropriate bids and budgets.

These two tools have important similarities and differences, but offer the user a wide range of options to develop their profile and campaign.