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After about a year of replacing its ‘Keyword Tool’ with a more capable ‘Keyword Planner’, Google has released an updated version of the tool. This brief post discusses the new features that the search giant has added to Keyword Planner and what they translate into for online marketers and businesses.

Keyword research is an integral component of every search campaign, whether we talk about Search Engine Optimization or Search Engine Advertising. In order to focus your efforts in the right direction and optimize the ROI of your campaign, it is extremely important to find out the potential of keywords relevant to your business and constantly evaluate the business they generate.

On April 24, Google added 10 new features to its much revered Keyword Planner tool, which now gives a much refined overview of keyword credentials and performance. Let us take a closer look at the update.

1. Time Bound Reports

This new feature enables marketers to analyze the search trends of targeted keywords in any period of time. This feature will definitely help marketers to assess seasonal fluctuations and decide the best time of the year to target certain keywords. As highlighted in the screenshot, the feature is conveniently placed in the left column of Keyword Planner.

Time Bound Reports

2. Time Period Search Volume Comparison

This feature enables marketers to compare average monthly searches for the keywords being targeted. Users can simply select the time periods to be compared and the tool does the rest. The keyword planner generates a clear graphic representation of the search volumes of target keywords, helping marketers in deciding the keywords on which they need to focus and separate the ones to be dropped.

Time Period Search Volume Comparison

3. Mobile Trends Report

Arguably the most useful feature bundled in the update – Mobile Trends lets you compare the volume of mobile searches done using the target keywords with total searches. Thus, using this feature will help marketers to increase the number mobile conversions by choosing more competitive keywords, and tap into the immense potential held by the rapidly expanding mobile internet market.

Mobile Trends Report

4. Device Breakdown
When executing a search campaign, at times it is important to know the source of the searches you use to formulate your efforts and overall strategy. Keyword Planner now comes with a ‘Breakdown by device’ option, which enables marketers to check the device used for the searches. The tool provides data for three device types – computers, mobile devices and tablets.

Device Breakdown

5. Location Breakdown
When it comes to search marketing and advertising, it is extremely important to be absolutely clear about the locations that are bringing in potential customers. The ‘Breakdown by location’ feature provides a clear depiction of the searches conducted in different regions using the targeted keywords. This information is sure to help marketers in improving the focus of their initiatives.

Location Breakdown

6. Change in Search Volume
In the highly dynamic world, change is perhaps the only constant. Thus, it is critical for marketers to be aware about any change in search trends of target keywords. Keyword Planner can now be used to find out the exact change in the search volumes of target keywords. Based on the findings, marketers can select the most promising set of keywords to include in their campaign.

Change in Search Volume

7. Flexible Period Estimates
The tool not only provides daily cost estimates, but also allows the users to find out Monthly, Quarterly, or Annual results. In fact, as illustrated in the screenshot below, marketers can select any period of time to get an estimate of the projected clicks per day, impressions per day, cost per day, and ad position. All in all, it is definitely a useful addition to Keyword Planner.

Flexible Period Estimates

8. Device Segmentation and Bid Adjustment
The bidding system integrated in the tool also gets a revamp with the update. Keyword Planner now gives marketers the ability to keep track of mobile bids with exceptional seamlessness. The tool provides data as well as graphic representations of the projected bids, and at the same time, allows marketers to adjust their primary as well as mobile bids as per their budget and focus of campaign.

Device Segmentation and Bid Adjustment

9. Sub-Geo Segmentation
Sub-geo segmentation is yet another useful addition to the Keyword Planner. This feature enables marketers to segregate the results of different sub-regions of the locations being targeted. The data helps marketers to determine the regions that are delivering conversions and those that are not. Thus, the feature helps them to make necessary changes to their strategy as and when required.

Sub-Geo Segmentation

10. Sub-Geo Bid Adjustment
This is another handy feature included by Google in the update. In addition to providing a sub-geo overview of the clicks, impressions, click through rate and average cost per click, the feature enables marketers to adjust sub-geo bids to enhance the focus of their strategy, reduce overall costs, and enhance the ROI of their search campaign.

Sub-Geo Bid Adjustment

That pretty much sums up the changes in Keyword Planner and how these changes can help marketers to improve their tactics and deliver higher ROI for their business. If you wish to learn more about Keyword Planner and its features, simply share your questions in the comments section.

Experienced Vice President with a demonstrated history of building profitable businesses from scratch up. I have the ability to build and scale up businesses on the sustainable foundation of strong, motivated teams, business relationships and efficient processes. A team player who believes in managing teams with empathy. Loves multi-tasking and solving problems on-the-go. I have a proven track record of building integrated digital marketing strategies that give business-impacting results.
She is an experienced writer who has written content on different topics such as technology and the healthcare industry etc. She enjoys writing about the latest innovations in the industry and loves to share her knowledge with others through articles and blog posts.

I love taking new challenges and playing outside my comfort zone. Skilled in strategizing performance based data driven digital marketing initiatives for both B2B and B2C businesses for clients across the globe.

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3 years ago

There is noticeably a bundle to know about this. I assume you made certain nice points in features also.

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