Google AdWords Keyword Planner Tool – What’s New?

The AdWords Keyword Planner Tool has been on the scene for just over a year now and has provided some very valuable insights into suggesting keywords, average searches, estimated bids and the competiveness of the keyword. It’s easily accessible within the AdWords interface under the Tools tab and gives different options to get you started on the hunt for keyword ideas.

The new shinny features on the keyword planner tool has taken useful to the next level and provides a deeper level of insight any Advertiser dreams about. The improved tool now provides 6 new features; let’s have a quick run through:

Time Comparison

The clever people at Google have now added the ability to add a date range to your Keyword searching needs; they also added a comparison button. The comparison button is something we regularly use in reporting performance in AdWords so it only seems natural to use it whilst checking trends for new keywords, right? Definitely. This tool allows you to add a comparison to your required date range and see year on year trends side by side.

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Search Volume Trends

This feature is more than likely the first thing you will notice when you open the new Keyword Planner. When you open the planner above the AdGroup & Keyword ideas you are now faced with an aesthetically pleasing graph telling you the average monthly searches from the year previous till the present month. This allows you to see trends from the last year and try and gauge what the next few months or season might hold for you.

For example a Green House search results peek in the Spring months in preparation for the Summer and Winter months.


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 Mobile Trends

Search on Mobile has grown in leaps and bounds over the last 12 months so understanding what people are searching for on what device is crucial for a successful campaign. This is probably why Google have introduced the next option on the graph drop down menu, Mobile Trends. This aspect of the tool shows the estimated search results trend for a mobile device.

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Breakdown by Device

As well as mobile trends you can also segment that search by device. This allows you to identify what proportion of people are searching on what device, which assists in deciding what CPC bids you should apply to each device. You can see that searches for ‘Petrol Stations’ on a mobile device is searched for more than a desktop meaning you may want to apply a higher or similar bid strategy.

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Breakdown by Location

The final option on the graph drop down menu is a handy breakdown by location. This, as it sounds, breaks the estimated traffic into where most the searches are likely to come from. You can segment this in multiple ways for example, below we have searched Antique Furniture by Country and County. This allows the advertiser to know where they should be geographically bidding.

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Greater Estimates

Once you have chopped your data how you want to see it and added keywords into the plan you can then have a much more detailed estimate of how well those keywords are likely to perform. You can see the usual information of clicks per day, impressions per day, cost per days as well as Ad Position. However the best is yet to come, you can then segment those estimates by a second filter. These segments include; Province, TV region, Country, Municipality, Town/ City, Postcode, Neighbourhood, University, Airport and also your Targeted Location. As you can see below we’ve added the Province filter:


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All in all the Keyword Planner Tool is looking pretty flashy. Google are all about getting your Advertising in front of the right person at the right time and giving the consumer the best possible user experience. With this tool you can now make your campaigns specifically targeted by the right place, the right person and the correct device. Well Done Google you blow my mind once again.

Jenny Farnfield
Jenny Farnfield graduated from Southampton Solent University with a 2:1 Degree in Advertising, and brings extensive commercial, digital and marketing acumen to the team at Digital Clarity. Jenny has been recognised by both UK Search Awards and the Ecommerce Awards. Jenny is also IDM certified, and utilises a rigorous, granular approach to digital marketing. With over 6 years’ experience, Jenny digs deep to find solutions and uses an immersive approach in her accounts, turning numbers and data into actionable solutions for her clients.