Keyword Planner has replaced Keyword Tool

With Keyword Planner, we've combined the functionality of Keyword Tool and Traffic Estimator to make it easier to plan search campaigns. That's why Keyword Tool is no longer available. You can use Keyword Planner to find new keyword and ad group ideas, get performance estimates for them to find the bid and budget that are right for you and then add them to your campaigns.


To access Keyword Planner, sign in to your AdWords account at Click the Tools drop-down menu and select "Keyword Planner". Bear in mind that the anonymous keyword tool is no longer available. But if you were using it for other reasons, you can still get keyword ideas with Keyword Planner. All you need is an AdWords account. If you don’t have an Adwords account, learn how to create one.

We've also added several new features with Keyword Planner. As you start to use Keyword Planner, you'll probably notice some differences between Keyword Planner and Keyword Tool. Read on to learn more about what has changed.

No match type data for search volume

With Keyword Tool, we showed you broad match statistics by default, with the ability to get data for other match types – such as phrase and exact match. But with Keyword Planner, you'll only get historical statistics for exact match. To decide what match type to use, add the keyword idea to your plan and then review the traffic estimates for each match type. This change will help you to get an accurate estimate of how much traffic you can expect to get with different match types. There’s quite a bit of overlap between broad and phrase match keywords, and the search volume statistic in Keyword Tool never took that overlap into account. Traffic estimates – like click and cost – do take this overlap into account, so checking those can help you to decide which match type to use.

For example, let's say that your keyword is dark chocolate. If you want to check that keyword's average monthly searches, we'll show you the same stats whether you use a broad, phrase or exact match type with dark chocolate. Traffic estimates such as clicks and cost, on the other hand, do not take keyword match types into account. For example, if you get estimates for a list of broad match keywords, we'll take into account any overlap between those keywords.

No device targeting

Keyword Planner doesn’t let you specifically target mobile devices, such as tablets and mobile phones. By default, it targets all devices, which is in line with the recent changes made to AdWords campaigns. We’re working on a feature that’ll allow you to get traffic estimates by device type and set bid adjustments for mobile devices.


In general, you'll notice that the average search volume data is higher in Keyword Planner compared to the exact match search volume data that you get with Keyword Tool. This is because we'll show you the average number of searches for a keyword idea on all devices (desktop and laptop computers, tablets and mobile phones). With Keyword Tool, we showed you the average search volume for desktop and laptop computers by default.

Other changes in the data columns

In Keyword Planner, you'll notice several different data columns than those that you were used to seeing in Keyword Tool. Here are the differences:

  • Local monthly searches and global monthly searches: These two columns have been replaced by the "Average monthly searches" column, which simplifies the search volume data that you can get. The average monthly search volume is specific to your targeting settings. You can now get data for an entire country or individual cities and regions within a country. Note: You can still get global monthly search data by targeting all locations.
  • Ad share: This column is being replaced with a new column called ad impression share in order to help you look for potential impressions.
  • Google Search Network: This column has been replaced by the network option within the targeting settings. To get data for the entire Search Network, select the "Google and search partners" targeting option.
  • Search share: This column has been retired.
  • Approx. CPC (Search): This column has been replaced by the "Avg. CPC" column. You'll get more accurate data in the average cost-per-click column than you did in the approximate cost-per-click column.
  • Local search trends: This column doesn't appear in the Keyword Planner interface. However, you can still get search volume trends by hovering over the icon in the "Avg. monthly searches" column. You can also see these trends segmented by month when you download your historical statistics from Keyword Planner.
  • Extracted from web page: This column has been removed from the Keyword Planner interface. However, you can still get the web page that the keyword idea came from when you download your historical statistics from Keyword Planner. Note that you'll only get this data when you search for keyword and ad group ideas that are based on a URL, such as a web page on your website.