Google Officially Restricted Keyword Planner Data for Low Spending AdWords Accounts

In the beginning of this week, Google rolled out an update to its keyword planner tool which raised more questions than it answered.  Many marketers noticed that Keyword Planner data was displaying ranged data instead of precise search volume like “100K–1M” and “1M+.” It appeared to be a glitch at first since technical issues were affecting keyword planner over the past few weeks. Google however latter confirmed that those issues are now confirmed as resolved, but the restrictions are here to stay.

According to Google, “most” advertisers will see Keyword Planner data as usual. But AdWords users with a “lower monthly spend” could see limited data in the planner. The ranges that Google will provide for those with small (or no) spends makes the tool almost useless.

Among the concerns advertisers have expressed on the AdWords Community Forum following the news last week:

Paul R: “[M]any people inside an agency may use the KW planner tool for research but do not use the account in which they manage clients’ account[s].”

Bill H: “The basis of my worry is how a move like this could create an even more tilted playing field, favoring large companies over SMBs or startups.”

Steph W: “How are we able to figure out new budgets if the account hasn’t even started yet?”

On Thursday, CassieH, the Google representative who has been communicating these changes on the AdWords Community forum, added more detail:

“This change was made so that we can consistently give advertisers the data they need to optimize their accounts, while preventing ‘bots’ and other services from abusing the intended use of Keyword Planner. The search volume estimates, though displayed differently in some cases, still provide an accurate and helpful view of how many clicks and impressions keywords may receive.”

CassieH later reiterated that “most advertisers running paid campaigns will not be affected by this change.  But, the question remains how the change will affect advertisers and agencies who use the Planner in no- and low-spend accounts and those with MCCs that do heavy research.