Google has quietly added new functionality to its Keyword Planner that provides advertisers with greater insight into local search behavior. The tool can now make predictions at the city, region, and device level, which can significantly refine campaign planning.
New forecasting capabilities for advertisers
The revamped Keyword Planner offers advertisers the ability to break down keyword forecasts by specific geographic areas. Whereas previously only broad regions were available, users can now view forecasts for individual cities, states, and DMAs (Designated Market Areas). This granularity is complemented by device-specific insights that display mobile, desktop, and tablet usage separately.
Screenshots from PPC specialist Amiya Prakash of CausalFunnel showcase new interface panels with visual representations, including pie charts illustrating location concentration. One example shows that 77.4% of the traffic comes from Amsterdam, helping advertisers identify geographic hotspots.
The tool retains existing functionalities such as grouped keyword ideas, while filters for different location types can further refine planning. Users can now better align campaign objectives with specific markets by gaining prior insights into regional performance.
Business impact for advertisers
This update has the potential to fundamentally change the way companies set up geographically targeted campaigns. For advertisers serving multiple locations, this means more precise budgeting and local strategy development. Businesses can now identify high-performing geographic areas before launching campaigns, reducing risks and increasing ROI potential.
Local businesses particularly benefit from city-level forecasting, as they can see which neighborhoods or municipalities show the most search interest. This aids in optimizing advertising budgets and refining local marketing strategies.
Recommendations for Implementation
Although Google has not officially announced this functionality yet, it appears that a phased rollout is underway. Advertisers can check their Keyword Planner accounts for new forecast options and filters. The visual displays make it easier to quickly identify geographic concentration and adjust campaign strategies accordingly.
For optimal results, advertisers can combine these new insights with existing analytics data to develop a more comprehensive local marketing strategy. The device-specific breakdowns provide additional opportunities for optimizing mobile-first campaigns in specific regions.