Online advertisers use Google’s Keyword Planner mainly for two purposes – to research keywords and get historical statistics and traffic estimates. To be more specific, they make use of this tool to find keywords for a new campaign or additional keywords for an existing campaign and utilize statistics such as search volume to determine which keywords are best for the new or existing campaign. This tool also helps in selecting competitive bids and budgets for your campaigns and thereby helps in successful internet marketing. Since the last week of April, industry experts see a variety of new additions to the Keyword Planner tool, which can provide advertisers deep insight into mobile trends, enhanced location breakdown for sub-geos of your location and so on. Let’s take a detailed look at these additions.
Overall, there are nine additions to the tool with an enhanced visual component for each new addition, making data more meaningful.
- Specify a Particular Time Period – When the time period is specified using the options under ‘Data Range’ label, keyword suggestions and volume estimates (search volume trends) will be provided. There will also be a graph that represents changes over time. If you place your mouse over a bar, you can find the details of the month represented by that bar.
- Compare Time Periods – You can compare two time periods and see the comparisons in visual graph. Three options are provided for time period comparison – Previous Period, Same period last year and Custom.
Suppose you have selected the date range ‘September 2013 to January 2014’. The first option will compare and display results for ‘April 2013 to August 2013’ while the second option will compare and display results for ‘September 2012 to January 2013’. You can specify your own custom comparison with ‘Custom’ option. Once the ‘Compare’ is set to ‘ON’, you can see the results in graphical form and check the details of each month by placing the mouse on the relevant bar.
- See Absolute and Relative Changes During Comparison – You can see absolute and relative changes (in percentage) for each ad group as well as keyword volume while comparing two time periods. If you sort ‘Total Change’ and ‘Percent Change’ columns, you can determine which keywords are in-flux and which are on decline.
- Visualize Mobile Trends – You can view mobile search volume (in green) versus total search volume across all types of devices (in blue) in bar graph. On placing your computer mouse above each bar, you can see the actual number of searches (mobile and other devices) each month in the specified time period. This is very helpful for optimizing your content for mobile search or simply mobile SEO.
- Breakdown by Device and Location – The other two features provided under ‘Search volume trends’ are Breakdown by Device and Breakdown by Location.
If the first feature provides the data that shows the expected contribution from individual devices such as computers, mobile devices and tablets along with visual, the second feature provides the data and visual according to the targeted locations (locations specified under targeting).
- Device Segmentation and Bid Adjustments – You can see breakdown of volume estimates according to device and estimates specific to mobile bid adjustments.
Estimates will be based on the baseline bid applied to all the devices. On adding a bid adjustment, adjustments based on that bid adjustment will be displayed.
- Flexible Time Periods – Advertisers can scale not only the daily estimates, but also Monthly, Quarterly and Annual estimates. You can also specify the time period around which estimates are based.
- Location Breakdowns for Sub-geos of Targeted Location(s) – On clicking the ‘Location’ tab, you can choose the sub-geos (for example, City) of location(s) specified under targeting. For example, if you have specified United States, you can get the following options.
If you choose ‘targeted locations’, you can see estimates of the location(s) you have targeted.
- Visualize Estimates for Sub-geos – Once you select the sub-geo of your choice, you can see the visuals of estimates of relevant locations. You can change the time period, if you want.
With the new features, advertisers can understand the impact of traffic volume by locations apart from analyzing mobile trends and opportunities and seasonal fluctuations. This will help them to explore local SEO landscape much better.