Keyword Planner now includes competitor benchmarks

Google enhanced the Keyword Planner, one of its most popular AdWords tools, to help customers compare their search term coverage to other advertisers. They can now expand keywords in the most impactful way as well as identify missed opportunities.

Keyword Planner important for keyword research and expansion

Searching for great keywords is important and challenging at the same time. To simplify the process of doing so, Google introduced the Keyword Planner in 2013. The combination of the former Keyword Tool and Traffic Estimator enables its users to:

  • Search for new keyword and ad group ideas
  • Get search volume for a list of keywords or group them into ad groups
  • Get traffic forecasts for a list of keywords
  • Multiply keyword lists.

Comparing impression shares to competitors

This list has now been complemented significantly: From now on, users can review their relative ad impression share for new keyword ideas compared to:

  1. The top five market leaders across all your generated keyword ideas
  2. Similar advertisers in various keyword categories

Let’s assume you are planning for new keywords and want to know how market leaders perform in certain areas. The new feature shows you where they have strong impression shares, pointing out important keyword areas for you.


If you want to expand your keywords in a certain category, the feature shows you where your ad impression share is low compared to other advertisers. This way, you can identify relevant keyword ideas and add high-traffic keywords with low ad impression share.

Competitor-Domains Keyword Planner

The newest addition to the Keyword Planner might turn out to be a powerful and much-used feature – enabling advertisers to expand and optimize their keywords more precisely and thus drive performance.


Maximilian Hainlein

I'm working for crealytics as Social Media and Marketing Manager since 2011. My motto: "It's better to be the needle than the haystack."