The Keyword Planner Tool in Google AdWords is one of the more underrated tools in the world of marketing. It’s often thought of as a checklist item that you should do when planning a new AdWords campaign or writing new content for your site or blog.
There are 3 ways underutilized ways in which Keyword Planner will help drive your marketing
1. Allows you to understand the demand (and competition) that exists for your industry/product keywords and where you could potentially take it in the future.
2. Provides you with exactly what prospective buyers search (ie speak) which can be used not only your marketing but also in your product and sale approaches. This is especially powerful when you can cluster some long tail keywords together.
3. Even though I mentioned it above as a content tool, I still think it’s not used enough. When people search for something they are telling you how they think, talk and ultimately what they expect to see in their search results. When you are given that data and you can reverse engineer it to create a positive search experience, your marketing investment can go that much further.