Table of contents

    Planners in Google Ads – Keyword Planner

    Planners in Google Ads are tools for analyzing various factors. The first one I will describe, the Keyword Planner, allows you to analyze keywords, which you can then use in search campaigns. With its help, you can discover new keywords related to your business, the popularity of the products and services you offer, and view forecasts of the number of searches they can bring, which ultimately translates into estimated costs for targeting ads to them.

    With the use of this planner, you can easily prepare a pool of keywords, which you can then use in your search engine campaigns.

    Key Functions of Google Ads Keyword Planner

    Using the Keyword Planner is child’s play. All you have to do is collect the keywords you want to get information about, and then drop them into the planner. At one time, we can analyze up to 10 phrases.

    After uploading keywords for analysis, we get the ability to analyze such data as:

    Average Monthly Searches – the average number of searches for a given keyword and its close variations based on selected months, location and search network settings. This information allows you to assess the popularity of a given query. 

    Top-of-page rate (bottom range) – represents the bottom of the range of rates that advertisers have historically paid for top-of-page keyword displays. With this data, we get information about the potentially cheapest clicks our campaign will be able to generate.

    Top-of-page rate (upper range) – represents the top of the range of rates that advertisers have historically paid for top-of-page keyword displays. This is information on how much the maximum will be paid per click for a given keyword (as long as the rate setting strategy used in the campaign allows it)


    Change over 3 months – as the name suggests, it shows the change in search trends over 3 months. It is a comparison of last month’s data with data from 2 months ago.

    Year-to-year change – Comparing the number of searches in the last month with the same month in the previous year.

    Share of ad impressions – is the number of impressions obtained divided by the total number of searches in the location and on the network you are targeting with a close match to the keyword in the last calendar month. The data in the planner only shows up if you use the keyword in your campaigns.

    Competition – shows the competitiveness of the ad destination for a given keyword.

    Share of displays in free search results – is the percentage of displays of results from your site in search results for a given keyword.

    Average position in free search results – shows how results from your site compare to results from other sites. You can access this data by connecting your Google Ads account to Google Search Console.

    The Keyword Planner in Google Ads also allows you to reach and analyze related keywords for the ones you drop into it. For example, when analyzing the word “keyboard,” the Planner will itself suggest including branded words in the phrase, in this case: “logitech, apple, steelseries razer, microsoft, modecom, media expert, dell, samsung, tracer” and even potential product colors: “red, brown, white, yellow, black.” The planner also allows you to refine your words in other respects. For example, typing in “guitar” will yield suggestions for the type of instrument, i.e. “electric, acoustic, classical.” Depending on the industry and type of search, the refinement suggestions will vary.

    When to use Google Ads Keyword Planner

    With the planner, you can check the popularity and competitiveness of individual phrases, which will allow you to adjust your keyword strategy to the specifics of your market. You can use the data for example to:

    Predicting traffic – the planner will allow you to understand how many people are likely to click on your ad in a certain period of time. This is crucial for effective budget management.

    Budgeting campaigns – through market analysis and traffic forecasting, you can adjust your spending to the expected effect. At the same time, you will avoid overspending on less effective campaigns. You can also predict how much it will cost you to generate one click. By multiplying this amount by the number of clicks you want to get, you will estimate the budget needed to achieve such a goal.

    Competitor analysis – using the planner, you can see how often your audience searches for branded slogans of brands with which you compete. This will give you an idea of the size of your competition and their promotional effort.

    Competition analysis.

    Planners in Google Ads – Effectiveness Planner

    Campaign Effectiveness Planner is used to plan your ad spending. With this tool, you will determine how changes to your campaigns can affect their overall effectiveness and key data. The planner identifies the best opportunities for your plan based on modeling the most effective budget allocation between campaigns.

    With the Campaign Effectiveness Planner you can:

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    • display forecasts for your campaigns;
    • analyze the effects of changes by adjusting your campaign settings;
    • explore opportunities in specific seasons;
    • manage budgets across several accounts and campaigns;

    The campaign performance planner takes into account billions of queries and is usually updated every 24 hours. It simulates relevant ad auctions based on data from the last 7-10 days, taking into account various variables. These include seasonality, competitor activity and landing page, for example. For calculating performance and spending changes for search network campaigns, product campaigns and Performance Max campaigns, the Optimization Score and Campaign Performance Planner use the same technologies.

    When to use the Effectiveness Planner

    Campaign Effectiveness Planner allows you to securely obtain predictions without modifying the configuration of your current campaigns.

    The planner displays two indicators to us:

    – the likely effectiveness of the campaign at its current settings

    – how effective your campaigns can be if you make the changes recommended in the plan

    Following the example given, we can see that the effectiveness of the campaign will not increase significantly, even if we increase its budget by about 33%. A person running such a campaign could therefore avoid unnecessary expense if, instead of empirically, he tested the change in theory, using a planner.

    The planner also allows us to compare the effectiveness of current settings to those implemented in the past. We can, for example, compare spending and campaign effects on a monthly basis.

    With the planner, we can check data such as spend, conversions, average CPA, average conversion rate, clicks, average CPC, conversion value and conversion value/spend i.e. ROAS.

    Google Ads provides two planners in its interface: a keyword planner and an effectiveness planner. The former is mainly useful for planning campaigns and keyword pools. The effectiveness planner, on the other hand, will help us evaluate the quality of the already running activities and the need to make any adjustments to the running campaigns.

    If you don’t have the desire or time to learn and run a campaign yourself, a good way to do it would be to outsource it to a digital agency We know how to schedule activities to meet your goals, and we are quick to respond to changes that affect your site’s position.

    We know how to make sure that you are able to meet your goals.

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    Krystian Karasiński
    Krystian Karasiński

    Marketing strategist and SEM specialist with experience in team management. He has been involved in performance marketing for several years. His favorite area of interest is data analysis.