Addressing what has long been an issue for planning-minded advertisers, Google now provides forecasting and trend data for existing AdWords campaigns and keywords.
Advertisers can now see the impact on traffic and spend before adding keywords or raising bids. The estimates are not shown within AdWords, however, but by importing AdWords campaigns into Keyword Planner.
A Quality indicator, based on the amount of available data in the AdWords account, shows the confidence Google attaches to its forecasts.
Monthly search trend data for selected keywords or campaigns is also available.
Search volumes are broken down by device and location. Impression share comparisons against competitor domains and market leaders are also available.
Why should you care?
We welcome the addition of this new forecasting feature, and its potential to assist in campaign preplanning.
Predictably enough, however, Keyword Planner runs into issues when it lacks sufficient historical data. And if you are targeting New Zealand visitors only (and you’re not Trade Me), expect forecasting to only work for some campaigns and keywords, not all.
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Jeremy is a Partner and Senior Consultant at SureFire. Jeremy has been working in search since 1996, when he joined the Australian search engine, LookSmart. After relocating to San Francisco, he was instrumental in the development of the company’s paid search ad platform. At analytics company Coremetrics (now owned by IBM) he established an in-house search agency managing campaigns for Coremetrics clients such as Macy’s, Bass Pro and Lands End. At Acxiom he managed members of the pioneering SEO firm Marketleap and worked with clients such as Capital One, American General Finance and Kaiser Health. Joining SureFire in 2009, he is the head of Paid Search Advertising and oversees the delivery of AdWords and other PPC campaigns. He also helps clients make sense of their website data.