Google AdWords Introduces Keyword Planner and Display Planner Tools to the User Interface

My colleague Tommy Sands noticed two new tools in a client account labeled Keyword Planner and Display Planner.

We could not find any documentation on these tools as of yet but this Search Engine Watch article, dated April 10, 2013, mentions the Keyword Planner tool announcement from Paul Feng at the recent Hero Conference.


AdWords Keyword Planner


Let’s take a look at the New AdWords Keyword Planner which offers three choices:

  1. Search for keyword and ad group ideas.
  2. Enter or upload keyword to get estimates.
  3. Multiply keyword lists to get estimates.

Option #1 – Search for keyword and ad group ideas.  With this option, there are some new and nice extras including CPC and volume filters as well as the hide keywords already in account and plan options.


Option #2 – Enter or upload keyword to get estimates. This is a fairly standard bulk upload option.


Option #3 – Multiply keyword lists to get estimates.  We noticed another addition here with the Get historical stats feature.


Each of these features allow advertisers to create a plan where they can get daily estimates of clicks and cost.


Once advertisers have compiled their keywords they can get estimates and review their plan.  The screenshot below is an example of what advertisers can expect to see.


Adjusting bids or daily budget will impact the estimates and provide additional information on expectations for traffic.


Plans will be saved for 10 days after created and can be modified if need be.


AdWords Display Planner

The New AdWords Display Planner appears to be a spin on the Google AdPlanner and kicks off with two different options:

  1. Get ideas and estimates.
  2. Upload previous plan.


Option #1 – Get ideas and estimates. Either enter what our customers are interested in and/or a landing page url, set some basic targeting and get ideas.


Option #2 – Upload previous plan.  If you already have a plan saved it can be uploaded through the interface.


The new interface is similar to the existing AdPlanner but sleeker.  Start with selecting country and language and decide what type of content you want to target (i.e. websites, apps, videos).  Then get targeting ideas from keywords to interests to topics, and more.  I am not going to get into the if’s and why’s people use those options now, just that the options are there.  Helpful metrics like relevance, historical CPC, and potential impressions per week are easy to understand.  Decide if you want to use the adgroup ideas or the targeting ideas then review your plan.


To wrap up the process review your plan and save it to the account by adding it as a new campaign or to an existing campaign.


These two powerful, yet easy to use tools give advertisers an opportunity to research, estimate and build campaigns and ad groups without leaving the AdWords User Interface.



  • May 31, 2013

    The Ad Planner is an amazing tool – I just wish it was easier to implement the desired placements into an existing or new campaign. It’s clunky at this point and I couldn’t get it to work. Had to create a work-around!

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    • June 20, 2013

      You are right. In the past I have found it clunky. Often times just downloaded a csv to moved it into AdWords.

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  • July 3, 2013

    After selecting the desired placements in the Display Planner, I am unable to see all the existing campaigns in the list provided after clicking “add to account”… Any ideas why?


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    • July 5, 2013

      Hi Steve,

      The Display Planner seems to be intended as a way to create a campaign to be added to your account (not very intuitive I know). You can read more here:

      If you want to add specific placements, you will need to do that from within your campaign by altering your targeting and adding placements.

      Hope this helps!


      Edited to add: You should be able to implement your selections right from both of the Planner Tools. If you don’t see a specific campaigns while working in the Display Planner, it could be due to the fact that these campaigns are not opted into the Display Network.

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  • July 20, 2013

    Thanks for this post! I will be studying it a little further now 🙂 The Keyword Planner is now the official replacement to the Google Adwords Keyword Tool. An attempt to get to it simply redirects to the new boss. This Search Engine Watch post foretold of the fact that the Keyword tool was going to die, however, I don’t think anyone thought it would happen this fast!

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