Understanding Keyword Tool columns
With the Keyword Tool, you can see various statistics alongside your keyword and ad group ideas. Then, you can use that data to choose keywords or ad groups that can help you better reach your advertising goals. When you search for ideas, we'll automatically show you statistics that we think will be most useful. Or, you can customize your results table to see other types of data.
Default columns
When you use the Keyword Tool to get keyword and ad group ideas, you'll see your results in a table that includes statistics.
Keyword Tool
See search results- Competition: The number of advertisers worldwide bidding on each keyword relative to all keywords across Google. The shaded bar represents a general low-to-high guide to help you determine how competitive ad placement is for a particular keyword.
- Global Monthly Searches: The approximate 12-month average number of search terms matching each keyword. This statistic includes traffic in all countries and languages. If we don't have enough data for a particular keyword, you'll see this noted within the column.
- Local Monthly Searches: The approximate 12-month average number of search terms matching each keyword. This statistic is specific to your targeted country and language. If we don't have enough data for a particular keyword, you'll see this noted within the column.
- Approximate CPC: The approximate cost-per-click (CPC) you might pay if you were to bid on the keyword. The CPC is averaged over all the ad positions.
Additional columns
You can choose to see additional statistics by clicking the Columns drop-down menu that's above your table.Keyword Tool
See additional columns- Ad Share: The percentage of time that your ad is triggered. This statistic is specific to your targeted country or territory. You can only see ad share data when you search for keyword ideas by a website URL.
- Search Share: The percentage of time that your website appeared on the first page of organic results. This statistic is specific to your targeted country or territory. You can only see search share data when you search for keyword ideas by a website URL.
- Local Search Trends: Available to signed-in advertisers only, local search trends shows fluctuations in Google searches for each keyword over a recent 12-month period. Each bar in the graph is relative to the keyword's overall performance for the 12-month period. This statistic is specific to your targeted country and language.
- Google Search Network: The number of searches for the keyword on the Google Search Network per month, based on an approximate 12-month average. This statistic is specific to your targeted country and language, and it's available only for exact match type.
- Extracted From Webpage: When you search for keyword ideas by a website URL, we'll show you a landing page that's relevant to the keyword in the "Extracted From Webpage" column. Let's say you search for keyword ideas by the website URL www.candy-example.com. We might show you the keyword idea "valentine day gifts" and the webpage www.candy-example.com/valentinesdaygifts in the "Extracted From Webpage" column. That way, you can get an idea of which landing pages you might want to use for individual keywords.
Here are some things to keep in mind about your statistics:
- Your search statistics can vary depending on which keyword match types you choose. If you select Broad or Phrase, we'll factor in certain variations of your keywords that could potentially trigger your ads.
- Your search volume statistics are rounded. This means that when you select the option to get keyword ideas for multiple devices, like "Mobile WAP devices" and "Mobile devices with full internet browsers," the search volumes might not add up as you'd expect.
- Web traffic is influenced by seasonality, current events, and a number of other factors. The number of searches on your keywords, therefore, is constantly fluctuating.
Tips
- You should choose keywords based on quality over quantity. That's because more relevant keywords are likely to give you better results -- keywords with higher search traffic or more advertiser competition don't necessarily provide more qualified leads.
- You can download your keyword results and the accompanying statistics by using the Download button above your table. The Competition and Local Search Trends columns will show numbers ranging from 0 to 1 that correlate with the shaded bars in the Keyword Tool. You'll see the Local Search Trends information, which is available only to signed-in advertisers, in 12 columns (one for each month).
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