How to interpret Keyword Finder data?

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The planner interface is quite simple. Remember that on the left side you still have all the filters you just set up at hand in case you want to modify them at any time. On the right side you will see that it says “plan” and it is empty, this is where you will add the keywords that interest you. We will look at it in more depth later.

Ask Social NetworksLet's take as an example a search related to the keyword "Plumbers"
Keyword Planner
Overview of the first analysis with the Keyword Planner

14 311. Analyze search volume trends
First, you have information related to search trends. Do you remember that we mentioned something about this at the beginning of the post? The values ​​that appear here refer to all the terms that Google Adwords has detected related to the search patterns that you have indicated.

This information will be very useful for detecting whether your service or product has a seasonal search volume or, on the contrary, whether it is a uniform trend over time. But not only that, since if you expand the menu that appears above the results graph you have much more information. Let's see it:

Total search volume: This is the default option. It reflects all searches regardless of device or geographic location.

mobile trends
Mobile Trends

Mobile trends: This graph shows you a comparison between the total number of searches and those made from mobile devices. This is very interesting because if you launch paid advertising campaigns you will have to take into account whether your audience makes searches related to your product or service from this type of device.

Breakdown by device: We go one step further and see data segmented by computers, mobile phones and tablets. It is a very intuitive graph.

location trends
Trends by location

Location breakdown: This chart allows you to see, by province or city, the places timeshare owners email database from which most searches are made. With this data you can get an initial idea of ​​where your target audience can be found and how to define the strategy when creating campaigns on Google Adwords.

Account or plan coverage: This option will only be available if you have enabled it in the filters as we have mentioned above.

Compared to competitor domains: If you have a real Google Adwords account with a history, you will be able to find out who your most direct competition is in relation to the searches you are analyzing. Of course, they have to be searches related to your account. Let me explain, if your account is in the education sector, it will not work for you to find out the competition in the plumbing sector.

Compared to market leader domains: This last option is not always available due to AdWords' lack of data to define these market leaders (based on their ad impressions).

4 412. Study ideas by individual keywords
If you click on “keyword ideas” you will see a list of keywords that are suggested based on your main keyword of “plumbers”:

ideas individual keywords



Order the average number of searches from highest to lowest by clicking on the column as you can see in the image. In this case, the most searched words on Google related to Plumber are: “Natural gas” and “Job offers”

If you place your mouse just to the right of the keyword you will see a small icon appear. Click on it and a menu will open with two options. The first allows you to include that term as a negative keyword in case you are not interested in it triggering your ads on Google Adwords.

Google AdWords Keyword Planner
Extra options for each keyword

The second option, “Diagnostics and preview”, will take you to the ad preview where you can see the results that appear in the search engine, both paid and organic. If you place the mouse on the iconadwords_trends_iconA graph opens that shows you the search trend, but now for that specific keyword (previously we saw a graph that included all the results).

analyticsThe average monthly searches tells you how many searches that keyword gets over the course of a month (remember that the results are estimates and are based on the filters previously applied).



In addition to the keyword and the average monthly searches, you have information about:

Suggested Bid : This column guides you on what all SEM experts want to know: How much will it cost to bid for a click on a certain keyword? Depending on the sector, the amounts can vary.

% Ad Impressions : Estimates how many times your ad might be displayed in relation to searches for that specific term.



25 83. Study the ideas by ad groups
With Ad Group Ideas, what AdWords does is group the results in relation to a certain term, for example, in my case it has created a group on "cheap plumber" and within it appear keywords such as:

«Cheap plumbers Madrid»

«Cheap plumber»

«Cheap plumbers in Madrid»

Planner groups keywords
Ideas by ad group



In this case, the focus is on the terms “plumber” and “Madrid” for ideas, so that group or part of it could be used directly to include in an Ad Group of an advertising campaign.

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17 44. Add keywords to the Plan
You can include the most relevant keywords by checking the arrows to the right of each keyword. add keywords

Just below the “review forecasts” button, you will find some very intuitive icons that will help you:

Summary of the Plan
Summary of the Plan

Copy all the keywords in the plan onto a clipboard in case you need to transfer it to another document.
Download the plan in Excel format. This option is great if you need to send this report to a third party or have data on the most relevant words that you will include on your website to implement an SEO positioning strategy.
Save to account , in case you want to include all this content directly in an ad group within a campaign. You have two options, include the keywords in a new campaign or in one that is already created. (My advice is that you first design the campaign and then include the keyword report)