Go to Google AdWords Keyword planner (Links to an external site.) Hit Start Now Follow the steps to create a Google Ad Words Account You must use your Gmail account to Sign-in to create a New Ad Words Account Follow the steps to get to Create New Account Make sure you create an account without a campaign, otherwise you will have to enter your credit card information to Google. Make sure to switch to “Expert Mode” in fine print bellow to access “Create an account without a Campaign”. If you have problems linking your Gmail account to the Ad Words account, please contact Google at 1-844-245-2553 from Mon-Fri, 9am-9pm ET. Once the accounts are linked you will be able to Explore your Account From the dropdown menu, click on the Keyword Planner option Step 2: Type in a Keyword or phrase and obtain information on that keyword. On the first screen select Discover new keywords: Under the Start With Keywords tab, type in a keyword of your choice and click Get Results: Randomly select 10 to 20 keywords from the generated list of keywords. If your results page populates less than 3 keywords, retry a different keyword in the search. Now, you must select 3 keywords that rank from low to high that in the competition column and these keywords MUST have a ($) value for the top of page bid (low range) column, and top of page bid (high range) column. Step 3: Place data into an excel document Download the Keywords spreadsheet from Keyword Planner as an Excel document (.CSV file). Please make sure to submit your keywords spreadsheet file along with your Keywords_Research_Analysis file. Copy and paste the data for each keyword you selected onto the keywords spreadsheet. Copy and paste data from the keyword column, the min search volume column, the max search volume column, the competition column, the top of page bid (low range) column, and top of page bid (high range) column. Part 2: Analysis of Keyword Planner Analyze and rank keywords for marketing purposes for a given budget You are going to generate a spreadsheet in Microsoft Excel that shows all six (6) variables from keywords column to the key column (not recommended, somewhat recommended, recommended) . See page one of Keywords_Research_Analysis _Sample _Assignment attached below. Open Microsoft Excel. Install the Data Analysis ToolPak for your Excel document. For installation instructions, refer to Chapter 2 Pages 16-21 of your text Analytics Boot Camp. Note: If you are using a Mac, use the following sequence: Tools –> Add-ins –> Analysis ToolPak. After installation, you should find a new section under the tools submenu entitled Data Analysis. Develop Descriptive Statistics for your data using the Data Analysis ToolPak. For instructions on how to develop Descriptive Statistics, refer to Chapter 3 Page 52 -56 of your text Analytics Bootcamp. (NOTE: Keep in mind that data in the book is not the same data that is being used for your analysis.) Please refer to Keyword_Research_Analysis_Spreadsheet Sample_Assignment for an example of what the final document should look like. See additional details in Keywords_Research_Analysis_Sample_Assignment.xlsx Minimize File Preview Note: If your computer does not support the Data Analysis ToolPak in Microsoft Excel, please go to BFL 109 (Computer Lab) on campus and use the computers there. Remember you can also click NetTutor in our class navigation menu to connect to an online tutor. (Learn more about NetTutor (Links to an external site.) .) Part 3: Reflection On a Word document, please answer the following: Review the statistics for the average number of searches. Identify if the data is skewed. Explain your reasoning. Based on your findings, which keywords would you recommend for your client? Why? Did competition correlate with the average number of monthly searches? Why? Imagine you were in charge of the algorithm that determines the pricing for Google Ads. Would you want your lowest and highest bids to be right skewed, left skewed, or normally distributed. Why?
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