Keyword Planner: About targeting and filtering your results

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.

With Keyword Planner, you can refine your keyword ideas by targeting or filtering your results. You can target your results by location, language, and network settings. You can also customize your results by date range and filter them by historical statistics, keyword options, or choose to include or exclude certain keywords.

This article goes over how to refine your Keyword Planner results.

Before you begin

Use one of the options available in Keyword Planner to get keyword ideas, historical statistics, or forecasts. Learn about Keyword Planner.

Target your results

To help you understand how to use the targeting settings, here's an example. Let's say you want to show ads for your Cabo San Lucas resort to customers in Switzerland who speak French and are searching on Google and Google search partner sites. You can edit the settings on the "Targeting" panel to to get keyword ideas and historical statistics for such a campaign. To do so, click the pencil icon.

  • Location settings: Enter a geographical location, including countries, territories, regions, and cities in the box. Try clicking the Nearby link to get ideas for locations that are, as you might have guessed, nearby the location you entered. If you want to target globally, remove any locations you're previously entered. Doing so will automatically set your targeting to "All locations." Language settings: Enter a language in the box or scroll through the list of languages that you can get ideas for.
  • Network settings: Select "Google" to get ideas for Google Search or select "Google and search partners" to get ideas for Google Search, other Google search sites like Maps, and Google search partner sites (sites that partner with Google to show ads).

Customize your results by date range

Paying attention to the calendar can be helpful if you’re running a seasonal campaign or looking for keywords that are trending on Google Search. That’s where the date range feature comes in. It lets you see search volume trends over time, get suggestions for keywords that are particularly relevant during certain times of the year, and compare two time periods to see how quickly a keyword’s popularity has grown.

Seasonal trends

Let’s say your business delivers flowers. Looking at your search volume trends, you notice that your keywords were most popular in February, the month of Valentine’s Day. You can use the date range feature to find other keywords that have been popular that month. Just click the pencil icon to enter your date range.

You can also use the date range feature with your traffic forecasts. For example, you could choose to get forecasts just for the month of February to plan for a Valentine’s Day campaign for your flower delivery business.


You can use the date range feature when you first enter your keywords or after you get your search volume statistics or traffic forecasts. When entering your keywords, you’ll find it at the bottom with targeting and filtering options. On the results page, you’ll see it on the side along with targeting and filtering options.

Compare date ranges

For your flower delivery business, you might be interested in seeing which types of flowers are becoming more popular. Perhaps tulips were popular last year, but orchids might be on everyone’s minds this year. To compare keywords over two time periods, select “Compare.” Next, choose to compare your date range with the previous period (the previous two months if you entered a two-month date range), the same period last year, or a custom date range.

You’ll see a table of your results, as well as columns that show the difference in average monthly searches between the two date ranges. At the top you’ll also see a graph showing a time period comparison. You can sort the “Total change” and “Percent change” columns to see how quickly these keywords are growing in popularity.

Let’s say you want to see only keywords that got at least 1,000 searches during your time period. To filter your results, click the pencil icon in the date range panel on the side.

Filter your results

You can filter your results by different historical statistics, choose to see certain keyword ideas, or include and exclude certain keyword ideas. To edit each filter, click the pencil icon.

  • Filter by historical statistics: See keywords based on the number of average monthly searches, average cost-per-click, or competition data.
  • Filter by keyword options: See keywords that contain adult content, keywords that are already being used as keywords in your account, or keywords that you've already added to your plan. Keywords to include: See keywords that contain at least one of the terms you enter in the include keywords box. If you don't include quotes around your keywords, you'll see ideas that include both terms, but not necessarily those terms only, in any order. If you use quotation marks around your keywords, you'll see keyword ideas that contain both terms in the order you added them.
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