Keyword Planner: About search volume statistics


This article applies to the previous AdWords experience. Determine which AdWords experience you’re using.

If you’re using the new AdWords experience, read About Keyword Planner in the new AdWords experience.

When you search for keyword and ad group ideas, or choose to get historical statistics like search volume for a list of keywords, you'll see a table with historical statistics. All of these statistics are specific to the location, date range, and Search Network targeting settings that you select from the "Targeting" panel.

This article goes over what each search volume statistic means in Keyword Planner.

Before you begin

To see historical statistics, sign in to Keyword Planner and use any of the selections under “Find new keywords and get search volume data.” To adjust which statistics you see in the table, click the Columns drop-down above the table.

What your search volume statistics mean

  • Average monthly searches ("Avg. monthly searches"): The average number of times people have searched for a keyword and its close variants based on the targeting settings and date range you've selected. By default, we average the number of searches for the term over a 12-month period.
  • Competition: The number of advertisers that showed on each keyword relative to all keywords across Google. Note that this data is specific to the location and Search Network targeting that you've selected. In the "Competition" column, you can see whether the competition for a keyword is low, medium, or high.
  • Suggested bid: Your suggested bid is calculated by taking into account the costs-per-click (CPCs) that advertisers are paying for this keyword for the location and Search Network settings you've selected. The amount is only a forecast, and your actual cost-per-click may vary.
  • Ad impression share: The number of impressions you've received divided by the total number of searches for the location and network you’re targeting that matched the keyword exactly in the last calendar month. Keep in mind that the ad impression share column in Keyword Planner is different than the impression share and exact match impression share columns in campaign management. They are based on the number of impressions you were eligible to receive for a keyword. In Keyword Planner, ad impression share is based on the search volume for that exact keyword. When you see a dash (-) in the ad impression share column, that means we don’t have enough data to calculate this number.
  • Organic impression share (“Organic impr. share”): The percentage of times a listing from your website showed up in web searches for a keyword. This is calculated by dividing the number of web searches that showed a listing from your website by the total number of searches for that keyword idea. 
  • Organic average position (“Organic avg. position”): This shows how listings from your website rank compared to listings from other websites. This is calculated by taking the average top position of your listing (or multiple listings) for each web search for a particular keyword.

Note: How to see organic data

To see your organic impression share and organic average position, you need to have a Search Console account for your website and link that Search Console account to your AdWords account. Learn how to link Search Console to AdWords.

Things to keep in mind about your historical statistics

  • Your search volume statistics are rounded. This means that when you get keyword ideas for multiple locations, the search volumes might not add up as you'd expect.
  • Web traffic is influenced by seasonality, current events, and a number of other factors. Therefore, the number of searches on your keywords is constantly fluctuating.
  • Your estimated impressions take your bid, budget, and historical ad quality into account, but your search volume statistics don’t. Also, your search volume is determined only for exact keyword matches, while your estimated impressions are based on your selected match types.

Break down search volume results

Once you get your search volume results, you can further analyze these statistics by selecting the options in the “Search volume trends” drop-down above the graph. This can help you understand the impact of these keyword ideas on specific segments. Here are all the ways you can break down your results:

  • Mobile trends: Compare mobile trends to searches on all devices.
  • Breakdown by device: Break down your average monthly searches by computers, mobile devices with full browsers, and tablets with full browsers.
  • Breakdown by location: See how many clicks your keywords get in each of your targeted locations.
  • Account/plan coverage: See which keywords in your existing campaigns are in your current plan.
  • Compared to competitor domains: Compare your ad impression share to that of competitor domains in the various product categories that your keyword ideas belong to.
  • Compared to market leader domains: Compare your ad impression share to the average ad impression share of the top five market leader domains for your keyword ideas. 


The competitor domains and market leader domains reports will not reveal the actual keywords, quality, bids, or settings from your campaigns to other advertisers, nor will they show that information for your competitor domains and market leader domains.

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