This month, Google users are saying their goodbyes to the External Keyword Research Tool.

In May, Google announced on its AdWords blog that it planned to replace the external tool with the Keyword Planner program. The Keyword Planner “combines the functionality of the Keyword Tool and Traffic Estimator into a smooth, integrated workflow,” AdWords Product Manager Deepti Bhatnagar explained in the post.

The Google team said it was user feedback that fueled their decision. Bhatnagar explained many users felt that having two search campaign tools was too cumbersome.

The difference? The Keyword Planner is seemingly more streamlined than the external tool, as it allows advertisers to manage multiple campaigns at once and in one place. On the new interface, users can get estimates by searching for keywords, uploading keywords or multiplying more than one keyword list. Also, users who wish to make the switch must make an AdWords account.

The Keyword Planner includes a few new features:

• Find new keyword and ad group ideas – Search for ideas related to a website or category; “multiply” two or more keyword lists; target individual cities and regions.
• Add keywords and add groups to a plan – Add keyword and ad group ideas to specific plans; add and delete ideas; change bid range to see total estimated clicks and cost.
• Get performance estimates – View graphs with max cost-per-click bids and daily performances; refine estimates by updating target settings, keywords and ad groups.

Google has removed the following features of the External Keyword Tool, but don’t worry, they’re replacing them with more refined ones:

• Local monthly searches – In Keyword Planner, these columns have been replaced by average monthly searches. Google explained that the new column “simplifies the search volume data” because it is specific to targeting settings. Users can target all locations for global monthly search data or target specific locations for data by city or region.
• Ad share – Google said it is working on a new column that will give insight into ad impression share data.
• Google Search Network – This column has been replaced by the network option in the targeting settings. Users can still get data for the entire Search Network by selecting the “Google and search partners” option.
• Approximate Costs-Per-Click – This column has been replaced by the “Avg. CPC” column, which Google said will provide more accurate data.
• Local search trends/ Extracted from webpage – These columns aren’t replaced in Keyword Planner, but users can still access this information by downloading historical statistics.

For someone who isn’t familiar with Search Engine Optimization (SEO) strategies, analyzing these data sets could get confusing – and time-consuming. But marketers can also seek keyword research assistance elsewhere.

Inbound marketing agencies conduct the keyword research, leaving their clients to do what they do best – business. Although their services aren’t free, inbound marketing experts advise the best practices for your business ventures based on accurate keyword analytics. Like Google AdWords, inbound tactics allow you to optimize your site’s content, keywords, descriptions and blog posts to ensure high rankings in search engine results.

At the SkyRocket Group, we utilize HubSpot’s keyword tool, which features highly valuable, organic keyword research that allows us to manage multiple campaigns simultaneously. Through the tool, we  can search for keywords, view keyword ranks, track site views and contacts generated, estimate total savings, measure return-on-investment, compare numbers with competitors’ and export keyword lists. So, if you are kissing Google’s external keyword research tool goodbye, let us know if we can help you with SEO.