Section 1: Overview
1. To begin, open your Program Keyword Search dashboard app. You'll find yourself on the Overview page, where you can identify large keywords.
2. First, notice the filters in your Filters tab. You can leverage these filters to analyze Google data.
3. This is where you'll find keyword search volumes, share of searches, and weighted average cost per click.
You can see that the table currently reflects the keyword parent table, which is synonymous with CIP codes.
4. If you select the Keyword Detail table, you will see the actual phrases being looked up.
5. Keyword parents and keyword details are related.
For example, the phrase "masters in business administration" belongs to the business administration parent, identified by code 51.0201.
6. Our next step is to locate large keywords.
Simply use the available filters to specify the program or geography that interests you.
7. For example, I'll filter for the state of Texas.
8. Click the checkmark to confirm your selection.
9. Now, your overview page reflects phrases that are growing within the state of Texas.
10. To filter by program type, select the two-digit CIP code.
11. For this example, I'll select Business programs.
12. Click the checkmark to confirm your selection.
13. Now, here are the top program codes being looked up on Google in Texas within the business sector.
14. You can review the Keyword Parent and Keyword Details.
Below are the top program codes being looked up on Google in Texas, specifically within the business discipline.
15. You can select programs directly within the table. For this example, I will select Marketing.
16. Click the checkmark to confirm your selection.
17. Now move to the Keyword Detail Table.
18. Here are the marketing-related phrases being looked up on Google in Texas, along with their share of searches and weighted average cost per click.
Section 2: Phrase Trends
19. Navigate to the Trends tab.
20. Note: Remember your filters will follow you across tabs.
You can also hover over those filters to see their details.
21. For this example, we want to see which of those marketing phrases are growing in Texas. To do so, we can use specific metrics...
22. and dimensions.
A dimension is a category and a metric is what you want to measure within those categories.
23. To understand the growth of these marketing phrases. We will select 'Year to Date, Year over Year Growth Volume'.
24. And select Keyword Detail.
25. Here, you'll see the trend of marketing phrases, measured by their Year to Date, Year over Year (YTD YoY) growth.
26. Next, select Mthly Avg. Cost per Click
27. The table now displays the trend of these marketing phrases, showcasing the variance in their monthly average cost per click - ordered from most expensive to least expensive.
You can continue to populate new tables by filtering through different metrics.
Section 3: Data Table
28. Lastly, let's navigate to our data table.
29. The data table relies on your selections to build the view you want.
30. The first items to select are within Dimensions.
31. In this example, select Year and Keyword Detail.
32. Now we will select the data point associated to the dimensions. In this example we are going to select Searches.
33. Now you can see the table reflects your filters, showing keyword search volume from high to low for each respective year.
34. If you need to export this data, you can do so by right-clicking and selecting 'Export Data to Excel'.
35. Select 'Export'
36. and click 'Download'.
