AdWords Fundamentals assessment study guide

About Keyword Planner in the new AdWords experience

This article only applies to the new AdWords experience. Check which AdWords experience you’re using.

Keyword Planner is now available in the new AdWords experience for select advertisers. Explore the new, streamlined design and take advantage of updated features to search for new keyword ideas and get keyword statistics and forecasts for your Search Network campaigns. 

This article explains the benefits of Keyword Planner in the new AdWords experience and defines which features are currently available. 

Benefits

  • Simpler, more intuitive landing page helps you accomplish tasks quickly. 
  • Keyword research is easier and still provides the performance that you've come to expect. 
  • Updated visualisations help you quickly identify insights.
  • It's easy to switch back to the previous version of Keyword Planner if you need to. 

Available features

These are the key features currently available for Keyword Planner in the new AdWords experience. This page will be updated as new features become available. 

Available features
Keyword ideas
Historical statistics: Average monthly searches, Competition, Ad Impression share, Organic impression share, Organic average position
Keyword forecasts
Charts: Search volume trends, Breakdown by platforms, Breakdown by locations
Targeting: Locations, Language, Search networks
Date range customiser
Download plan, suggestions and stats
Historical keyword bid ranges

 

Here are the features that aren't available yet for Keyword Planner in the new AdWords experience. Stay tuned.

Not yet available
Create a plan with ad groups and keywords
Save plans to your account
Forecast bid curves

 

What’s new

Metrics: Bid ranges

In the new AdWords experience, “Top of page bid (low)” and “Top of page bid (high)” have replaced the “Suggested bid” metric. 

  • Top of page bid (low): The lower range bid – an approximation of the 20th percentile – that advertisers have historically paid for a keyword’s top of page bid, based on your location and Search Network settings.  
  • Top of page bid (high): The higher range bid – an approximation of the 80th percentile – that advertisers have historically paid for a keyword’s top of page bid, based on your location and Search Network settings. 

Bid range statistics are displayed on your “Keyword ideas” page and your “Historical metrics” page. Bid range statistics can help you decide which keywords to use for a new or existing campaign, and what an effective bid could be for those keywords. 

Unlike suggested bid, top of page bid (low) and top of page bid (high) take into account the bids that resulted in an ad being shown among the ads at the top of the first page of search results. 

Note: Because showing an ad at the top of the first page of results is based on a combination of bid, quality score and other factors, you can use these metrics to help adjust your bids in relation to your keyword’s quality score. You might not see keyword bid range statistics for keywords that have limited historical bid information, and keep in mind that these metrics show bid information from the last 30 days. We’ll continue to improve this new feature, so stay tuned.

Forecasts: Plan overview 

The new “Plan overview” page shows you forecasts for your plan, broken down by top keywords, locations and devices. The information is displayed in a clear dashboard, and you can change the parameters on each forecast for detailed insights into your plan’s potential success. 

At the top of the “Plan overview” page, you’ll also be shown a default bid, which you can change in order to see how your keywords might perform with higher or lower bids. The default bid is based on:

  • Your previous plan (if you had one);
  • The average maximum cost per click (CPC) from your account's manual CPC ad groups, or;
  • The average maximum CPC across all manual bidding ad groups with the same currency.

How to search for new keywords

  1. Sign in to your AdWords account. 
  2. In the upper right corner, click the tool icon , then under "Planning", click Keyword Planner
  3. Type or paste one or more of the following in the "Find new keywords" search box and press Enter after each one:
    • Words or phrases that describe what you're advertising.
    • The URL of a web page or entire website related to your business.
  4. Click Get started to get new keyword ideas and historical statistics, like average monthly searches or competition data. 

With your results, you can use the “Keyword ideas” page to:

  • Add keywords to your plan
  • View your keywords by location, language or network setting
  • Filter your results by keyword text, average monthly searches, average low bid, average high bid, competition, organic impression share, ad impression share or exclude keywords already in your account
  • Customise the search volume data of your keyword ideas by modifying the date range
  • See visualisations broken down by search volume trends, platforms and locations 
  • Download keyword ideas

How to get forecasts and historical statistics for your keywords

  1. Sign in to your AdWords account. 
  2. In the upper right corner, click the tool icon , then under "Planning", click Keyword Planner
  3. In the "Get metrics and forecasts for your keywords" search box, enter or paste a list of keywords, separated by commas or line breaks.
  4. Click Get started to see your forecasts.
  5. To see your historical statistics, like average monthly searches or competition data, click Historical metrics at the top of the page. 
     

With your results, you can use the “Forecasts” page to:

  • Get updated keyword forecasts based on a default bid
  • Sort your results by clicks, cost, match type, impressions, CTR or Average CPC
  • Customise your forecasts by date range to see how seasonality affects traffic
  • Go to “Plan overview” to see forecasts for top keywords, locations and devices
  • Download plan forecasts
     

With your results, you can use the “Historical metrics” page to:

  • Customise your keywords’ historical statistics by date range
  • Download historical statistics of the keywords in your plan
     

What your keyword forecasts mean

Clicks: The number of clicks that your ad might receive each day if the keyword were to trigger the ad.
Cost: The average amount that you might spend per day for this keyword.
Impressions: How often your ad might show in a day. An impression is counted each time an ad is shown on a search results page.
Click-through rate ("CTR"): The ratio of the number of clicks that your ad might receive divided by the number of times your ad might be shown (which we call an impression).
Average cost per click ("Avg. CPC"): The average amount you might pay for a click. We automatically adjust the final amount you're charged for a click, which is known as your actual cost per click (actual CPC), so that you pay only one pence more than the minimum amount required to keep your ad's position. Therefore, the displayed amount may be lower than the overall cost forecast range for all keywords, or the CPC bid already in place for your ad group.

What your historical metrics mean

Average monthly searches ("Avg. monthly searches"): The average number of times that people have searched for a keyword and its close variants based on the targeting settings and date range that you've selected. By default, we average the number of searches for the term over a 12-month period.
Top of page bid (low): The lower range bid – an approximation of the 20th percentile – that advertisers have historically paid for a keyword’s top of page bid, based on your location and Search Network settings.  
Top of page bid (high): The higher range bid – an approximation of the 80th percentile – that advertisers have historically paid for a keyword’s top of page bid, based on your location and Search Network settings. 
Competition: The number of advertisers that showed on each keyword, relative to all keywords across Google. Note: 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.
Ad impression share: The number of impressions that you've received divided by the total number of searches for the location and network that you’re targeting that matched the keyword exactly in the last calendar month. Bear in mind that the ad impression share column in Keyword Planner is different from the impression share and exact match impression share columns in campaign management. They’re 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, this means that 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 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. To see your organic impression share, link your Search Console account to your AdWords account.
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.

Send us feedback

We want to hear about what's working for you in the new AdWords and what could be improved. To share your thoughts, click the help icon in the upper right-hand side of your account, then click Leave feedback.

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