With the keyword planner, you can view several historical statistics for your keyword ideas and ad groups. You can, for example, see how many users have searched on a particular keyword. You can also view traffic estimates for keywords, such as the number of clicks that you can have for various bid and budget amount.

Once you have entered or imported your keywords ideas into the keyword planner, statistics and estimates will be presented in tabular form, allowing you to view and sort them easily. You can then use this data to select the keywords or ad groups that can help you achieve your advertising goals.

Keyword Planner

About the keyword planner search volume statistics

When you do a search of ideas for keywords and ad groups, or you decide to get historical statistics (on the search volume for example) for a list of specific keywords, a table containing search volume will display. Remember that all of these statistics are specific for the targeting parameters (geographical and networks) that you select in the “Targeting” section.

You will find below an explanation of the data presented in the various columns:

  • Average number of monthly searches: average number of times users have searched on the exact version of that keyword, on the basis of geographical targeting and the search network. AdWords calculates the average number of searches on the term in question over a period of 12 months.
  • Competition: This is the number of advertisers that appear for each keyword compared to the total number of keywords on Google. Please note that this data is specific to geographic targeting and the search networl. The column “Competition” indicates whether the degree of competitiveness is low, medium or high for the keyword.
  • Suggested Bid: calculating the suggested bid reflects the costs per click (CPC) advertisers pay for the keyword in question, when they choose the same network settings and geographic targeting as you. It is only an estimate and the AdWords actual cost per click may vary.
  • Ad impressions: This is the number of impressions divided by the total number of searches conducted during the preceding calendar month, in the area and on the network you are targeting.

Some things to remember regarding historical statistics:

  • Statistics associated with search volumes are rounded. This means that if you see ideas of keywords targeting several places, search volumes may not add up as expected.
  • Web traffic is influenced by seasonality, current events, and other factors. The number of searches for your keywords is constantly fluctuating.


Select your keywords based on quality rather than quantity. Indeed, the most relevant keywords are likely to give you better results. Keywords associated with higher search traffic or greater competition between advertisers do not necessarily help you achieve your advertising goals.

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