Nine Awesome Google Keyword Planner Features

The Google Adwords Keyword Planner Tool is Awesome!The Google Keyword Planner continues to evolve and today I am covering nine terrific features of the Keyword Planner.  These functions bring some serious abilities to the Planner giving advertisers deeper insight into data over time, mobile trends, mobile device volumes, the effect of mobile bid adjustments, enhanced location breakdown for sub-geos and more. Each feature covered contains an effective visual component making data more meaningful at a glance.

Here are the 9 features in no particular order:

Specify a time period-

Keyword suggestions and volume estimates are provided around the time period specified.  Included is a graph that provides a visual of changes over time.  Mouse over a bar for details on that month(s).

Image of the Google Keyword Planner Tool Search Volume Trends

Period of Time Comparisons-

The keyword planner gives us the ability to perform time period comparisons which are also displayed in a visual graph.

Image of Date Comparison in the Google Keyword Planner Tool

  • Previous Period:

    If the date range is set from January  2014 to March  2014 Google will compare and display results for the previous time period October 2013 to December  2013.

  • Same period last year:

    If your selected period is January 2014 to March 2014 Google will compare with January 2013 to March 2013.

  • Custom:

    You create your own custom comparison.

When Compare is set to ON Google will graph the comparison time in a second series for easy visuals.

Image of Date Comparison of Google Keyword Trends in the Google Keyword Research Tool

See absolute and relative changes for each ad group and keyword’s volume comparing two periods-

You can sort by these columns to understand what keywords are in-flux or on the decline by reviewing total change or percent change.

Image of Total Change & Percent Change of Keyword Trends in the Google Keyword Planner Tool

Visualizing mobile trends-

In the Google Keyword Planner we can see the visualization of total number of mobile searches (below in green) compared to the total number of searches across all types of devices (below in blue).  When each bar is hovered over, the keyword search volumes will be displayed.


See breakdowns by device and targeted locations of average monthly searches-

This feature of the keyword planner provides data with a visual graph allowing advertisers to understand the expected contribution from searches across individual devices.


Flexible time periods-

In addition to daily estimates, you can scale results to get Monthly, Quarterly, or Annual results.  Advertisers can also specify the period of time on which the estimates are based.

#1 Estimates are based on expected volume for the selected period.

#2 Scale based on the time period.


Device segmentation and bid adjustments-

See a breakdown of volume estimates by device and get estimates specific to mobile bid adjustments.


Device specific estimate breakdowns.  Estimates are based on the baseline bid applied to all devices.  Add a bid adjustment and adjustments based on the bid adjustment will be provided.


Location breakdowns for sub-geos of your targeted location-

If you are targeting an area such as the United States you have the following options:

In Blue: Your Targeted Locations –  See estimates for the geographic targeting you have specified.

In Red: Select from one of the automatic breakdowns for further granularity of your targeted location.


Visualizations and estimates for sub-geos-

Based on your choice above you will see a visualization depicted below that breaks out locations with volumes.  Change your time view as you wish.  The example below is for Clicks-Per-Quarter.



Some use cases for the above additions are:

  • Understanding seasonal fluctuations.

  • Compare date range functionality; month over month, year over year, custom ranges and more.

  • Identifying mobile trends and opportunities for mobile volume through bid adjustments.

  • Understand mobile volume trends over time and breakdown by mobile devices.

  • Investigating locations targeting and impact of traffic volumes by location plus identify opportunities to segment locations for better messaging or bid modification.



  • April 24, 2014

    Kim, don´t you feel that the extra information available in reference to mobile is just great? I thinks it is a good addition to KWP, thanks for the post, found you on G+

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    • April 24, 2014

      Hi Frank, thanks for the comment. The mobile data is awesome for sure. I am really excited about the time comparison and geo data too. The visuals are also huge. Very helpful for a quick understanding of trends and useful for sharing with clients! I’m excited about all of it 😉

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  • April 24, 2014

    it’s about time that google did this. they’re saying all this stuff about how we’re in a constantly connected world and how you gotta connect with people at the right time, location and device – yet the keyword planner was stuck in the old desktop world. The new mobile visualizations and data is certainly helpful.

    reply to
    • April 24, 2014

      Hi Larry,

      Thanks for the comment. I totally agree! The mobile device data was way over due.

      The addition and launch of the upgraded Keyword Planner dovetails nicely with their 4/22 announcements about advances in app marketing 😉

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  • April 25, 2014

    Hemant Malav

    Hi Kim,

    Very useful stuff, i found this post through seoroundtable but couldn’t find sharing buttons on your site. If would be easy for users to share if you can enable the sharing buttons.


    reply to
    • April 25, 2014

      Hi Hemant,

      We do have the share buttons but they are at the bottom of the post. I appreciate your feedback because it indicates we may need to re-position the buttons to be more noticeable.

      reply to
  • April 25, 2014

    Santosh singh

    You explained it very well Kim,.ou should also share it in Google adwords community

    reply to
  • April 25, 2014

    Myself and one of my colleagues noticed the changes yesterday lunchtime. Great improvements if you ask me, I particularly like the breakdown by device.

    reply to
  • April 25, 2014


    Thanks for sharing…

    reply to
  • May 23, 2014

    Great post Kim, detailed and useful. We’re certainly liking the new changes in the keyword planner! 🙂

    reply to

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