Within the last few weeks, Google snuck in an update to the Keyword Planner tool which could massively help marketers in the PPC keyword planning process. This update comes in the form of four handy new graphs.
Search volume trends
The first of these graphs displays search volume trends for a particular keyword over time. This is a great feature to include in the Keyword Planner tool, as it allows marketers to plan their PPC campaigns around the seasonal changes in demand for a particular keyword. As well as aiding in the PPC planning process, this tool can also be used from an SEO perspective to plan content. For example, if you notice that your particular keyword has a huge increase in traffic in June, plan some content focused on this keyword for this time.
Mobile search trends
The next new graph in the Keyword Planner tool displays a comparison between searches on mobile devices compared to searches across all devices. This provides a great opportunity to view search trends by device and gives you an idea of the percentage of searches for a particular keyword that come from mobile devices.
Breakdown by device
Continuing with the search trend by device theme, the next new feature displays a breakdown of average monthly searches by device. This further reiterates the need for having a mobile optimised site. This may also allow marketers to plan mobile specific ads and landing pages dependant on the proportion of searches from mobile devices for their target keywords.
Breakdown by location
The final new graph in the Keyword Planner tool update comes in the form of a graph that displays a breakdown of average monthly searches by location. Simply enter your target locations into the keyword tool, along with your keyword, and Google returns a handy pie chart displaying a breakdown of the average number of monthly searches for each of your target locations. This gives you a great idea of average search numbers and potential customer base sizes for your target keywords, which would help in the keyword planning process.
The new additions from Google to the Keyword Planner tool are brilliant for visualising search trend data and could be invaluable in the PPC campaign planning process. However, this handy new tool could also benefit other areas of your online strategy, such as content strategy planning and SEO keyword research. The graphs could also be used in reporting, and to demonstrate the necessity for implementing a mobile optimised site.
Have you used these new features yet? Tell us about your experience in the comments below!