Let's say you search for keyword ideas for a campaign promoting your Cabo San Lucas luxury resort to people in the United Kingdom who are searching on Google.co.uk.
You might see that on a monthly average, 1000 searches for the term luxury hotel deals are performed. You'll also see that the competition for this keyword is high and that the average cost-per-click for this keyword is US$1.20. You can use these statistics to help you decide if the keyword luxury hotel deals will help you reach your advertising goals, like driving traffic to your website.
Here are some things to keep in mind about your historical statistics:
- Your search volume statistics are rounded. This means that when you get keyword ideas for multiple locations, 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. Therefore, the number of searches on your keywords is constantly fluctuating.
- Your estimated impressions take your bid, budget, and historical ad quality into account, but your search volume statistics don’t. Also, your search volume is determined only for exact keyword matches, while your estimated impressions are based on your selected match types.
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 won't necessarily help you reach your advertising goals.
What your traffic forecasts mean
When you use Keyword Planner to get traffic forecasts for your keywords, you'll see an overview of them on the graph and more detailed forecasts in the table.