Keyword research is essential for any successful paid search campaign. Our data shows that marketers dedicate approximately 25% of their time to it. Google has recently introduced several significant updates to Keyword Planner, designed to streamline the process and enhance its utility. The latest version, with a clear emphasis on mobile, is more visual and powerful than its predecessor. This marks the first major update since its launch approximately a year ago. (Word of caution: the new version is incredibly engaging – you might find yourself spending more time in Keyword Planner than before. Stay focused and avoid getting sidetracked!) Let’s explore the new features:

Visualized Search Volume Trends

When you search for a keyword, the first thing you’ll notice is an attractive chart displaying monthly keyword volume trends. This is invaluable for businesses with products or services that experience seasonal fluctuations.

Previously, this data was crammed into a column and difficult to interpret.

Comparing to Previous Time Periods

Google has incorporated the ability to compare keyword volume against a previous timeframe. Choose a monthly range within the date range, and then enable the “Compare” function.

You can now observe how search volume has evolved over time, relative to a specific period. For instance, notice the surge in volume for “Malaysian Airlines” last month, attributed to the tragic MH370 incident.

Of course, this information is reflected in your dashboard and can be exported. How convenient!

Mobile Trend Visualization

Recognizing our hyper-connected world, Google now presents the breakdown of mobile versus desktop searches within Keyword Planner.

For this locksmith search, you can see the significantly higher number of people using mobile devices. This readily available, visually intuitive data empowers marketers to identify opportunities for strategic mobile bid adjustments.

Device-Specific Search Traffic Breakdown

The disparity between mobile and desktop traffic is striking, as demonstrated in this example using “pizza restaurant” as the search term. It’s no surprise that Google often uses pizza to illustrate mobile trends. This data was previously unavailable.

Location-Based Breakdown

Impressively, Keyword Planner now segments search volume based on selected geo-targeting parameters.

Adding or removing locations is simple through the targeting section:

Enhanced and More Detailed Estimates

After selecting and adding keywords to your plan, you gain access to more precise estimates, a feature that wasn’t available before. Device and location segmentation remain, but observe how Google tailors clicks, cost, impressions, and more based on your bid and daily budget:

Applauding the New Google Keyword Planner

An update for Keyword Planner was long overdue, and this refresh delivers precisely what was needed. With mobile projected to surpass desktop by the end of next year (according to some projections) and Google consistently emphasizing our interconnected world, these enhancements are timely. These features bring Keyword Planner into the mobile age, enabling you to connect with the right audience at the right time and place. The new mobile, location, and trending data, coupled with intuitive visualizations, are undoubtedly positive steps that will help marketers capitalize on this evolving marketing landscape. We give the revamped Keyword Planner a resounding thumbs up – what are your thoughts?