Visualize & Analyze Your Data With The Updated Keyword Planner

By Sarah Bonner | May 23, 2014
More Articles by Sarah

Last month, Google updated their Keyword Planner, adding sleek data visualizations and helpful comparison tools. This means that advertisers will find more information and useful breakdowns in their search volume statistics and traffic estimates from the Keyword Planner. When it launched last year, some advertisers grumbled that the Keyword Planner wasn’t very helpful (including me) but with these new additions, the Keyword Planner has the potential to be a great help when developing keyword lists and overall strategy for SEO and PPC campaigns.

Visualizations of Data

kwp1To go along with Google’s recent AdWords announcements, Google has brought new data visualizations to the Keyword Planner. These additions will make it easier for advertisers to quickly see and understand trends and fluctuations in their chosen range of data. Advertisers can now see historical data broken out into sexy charts including search volume trends, mobile trends, device breakdowns, and location breakdowns.

Historical Data & More Flexible Time Periods

Advertisers now have more control of the time period of reports from the Keyword Planner. Advertisers can specify a time period (choose daily, monthly, or annual date ranges) and see keyword suggestions and volume estimates from that time. Along with these new flexible options, advertisers can also choose to compare time periods to see how trends have changed over time. All of these results will display visually, like this:


When comparing two periods, advertisers can see which suggested keywords see the highest rate of fluctuation, which is very helpful in slimming down a keyword list.


These historical data comparisons are a great addition to what was originally not very extensive, by now showing users how keywords have performed in the past, and how performance has changed over time, and giving advertisers a better idea of how their keyword lists should be built based on historical data.

Device Comparisons

The Keyword Planner also breaks down estimated traffic by device, a very important piece of data in the age of the smartphone. For example, of the estimated average monthly searches for the term “popsicle” over the past 12 months, 45% has been from desktop computers, 36% from mobile devices, and 19% from tablets. This is a great feature for advertisers planning their campaigns and deciding how to budget across devices, especially if advertisers are questioning whether mobile bid adjustments are necessary.


Advertisers can also see mobile trends over time by selecting “Mobile Trends” from the top left navigation. Below you can see how mobile searches for the term “popsicle” compare to total traffic:


Location Breakdowns

Advertisers can also see searches broken down by location, which could be helpful in choosing bid adjustments for current locations or expanding targeted areas. You can either choose custom locations or import your target locations. Below, you can see the estimated monthly searches for the term “popsicle” broken down by a few states. Does anyone else want a popsicle?




Do you think these updates will make you more efficient when planning campaigns? Does it make you want to use the Keyword Planner more? Comment below or tweet at me @smb1213 with questions or comments!

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