Top 18 Google Keyword Planner Search Volume Metrics You Should Know

If you’re a digital marketer and spend some time in SEO or PPC, then you should always be familiar with keyword research. 

It’s the necessary process to identify the words that users type into search engines when they are looking for information. The results of this process are called keywords.

You can use keyword research to find keywords that people search for and also see how many people search for them (search volume). 

In this article, you will learn the top Google Keyword Planner Search Volume metrics that can give your online business an advantage over your competitors by ranking higher in search engine result pages (SERPs)

How to Use Google Keyword Planner Effectively – YouTube
Key Takeaways
1. Understand the significance of search volume metrics in keyword research.
2. Explore Google Keyword Planner to access valuable insights for ad campaigns.
3. Learn how to interpret and analyze keyword search volume data effectively.
4. Discover different keyword metrics that aid in refining your content strategy.
5. Recognize the importance of competition data alongside search volume.
6. Use search volume metrics to target high-demand keywords for SEO success.
7. Leverage related keywords data to broaden your keyword targeting approach.
8. Make informed decisions about keywords to maximize your digital marketing efforts.
9. Optimize ad campaigns by understanding keyword search volume trends.
10. Enhance your keyword research skills with a comprehensive view of metrics.
11. Tailor your content and advertising strategies based on search volume insights.
12. Combine search volume metrics with competition insights for a holistic approach.
13. Identify keywords that align with your business goals and target audience.
14. Learn how to balance high search volume keywords with achievable competition.
15. Stay up-to-date with changes in search volume metrics and adapt your strategy.
16. Implement keyword search volume data to refine your long-term SEO strategy.
17. Utilize keyword metrics to make data-driven decisions for content creation.

1. Average Search Volume

Average monthly search volume is a metric that Google displays for every keyword, and it’s a good indicator of the popularity of your keywords. The higher the average monthly search volume number, the more people are searching for that keyword.

The average monthly search volume is also a good indicator of how much competition you will face with each keyword. 

If your competitor has an ad ranked on page 1 for their main keyword “SEO,” then they must be getting some traffic from it (since ads only show up on page 1 if they’re getting clicks). 

This means that if you want to compete against them in local results (or even universal results), then you’ll need to rank above them on page 1 with an ad or organic result so people can click through to your website instead of theirs.

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2. Top Of Page Bid (Low Range)

The top of page bid is the highest bid that is required to appear at the top of the page. If you are looking for an indication of how competitive a keyword may be, then this metric will give you a good idea. 

It’s also useful in determining how much it will cost to rank for a given keyword and whether or not your current efforts are worth continuing. 

This metric can help determine if it might be more profitable to focus on another keyword instead, as well as guide future investments in keywords with high search volumes but low bids (which could lead to low profits).

3. Top Of Page Bid (High Range)

Top of Page Bid is the highest bid in the auction for a keyword. It’s also the most you’ll pay if you win that keyword and it’s lower than what your competitors will likely bid. 

This metric is important because it represents your maximum cost per click, so it helps you set appropriate bids based on perceived value.

And while this may seem to be a good thing, keep in mind that when using Keyword Planner data to determine whether or not to buy a keyword, “top of page bid” can mean two things:

The highest amount an advertiser has paid for that exact phrase (e.g., “dog food”) in recent history.* The lowest amount an advertiser has paid for any similar phrases related to “dog food” (e.g., “cheap dog food”).

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4. Competition Index

The Competition Index is a number calculated by dividing the average monthly searches for a given keyword by the number of advertisers bidding on that keyword. The higher this number, the more competitive it is to rank for that keyword.

The lower your Competition Index, the easier it will be for you to rank for your target keywords. If you have a high Competitiveness Index.

Then you likely need more traffic and/or quality backlinks than someone with a low Competitiveness Index does compete with all those other advertisers who are bidding on that same term.

5. Search Trends

Search Trends is a graph that shows the search volume for a keyword over time. You can use this metric to estimate trends and seasonality for your keywords.

For instance, if you see a sudden spike in search trends along with an increase in impressions, there was likely some kind of news story related to your industry that caused people to start searching for related terms. 

If you notice an upward trend lasting several months with no spikes, this may indicate that this is a seasonal keyword (e.g., “year-end tax planning”). 

The same applies if you see downward trends lasting several months; perhaps this term isn’t relevant enough in your region or audiences aren’t interested in these types of topics right now?

6. Click Per Impression Rate

Click Per Impression Rate: The Click Per Impression Rate is the ratio of clicks to impressions for a given keyword. It is calculated by dividing the number of clicks a keyword received by the number of impressions it received. 

This metric is expressed as a percentage and shows you how many times your ad was shown before someone clicked on it, allowing you to compare different keywords in terms of their performance and quality score.

Lowest CPC Keyword: If you have difficulty finding good keywords, consider using this search volume metric instead. This shows you which keywords were less expensive for advertisers when bidding on them earlier this month in other words, these are some cheap Google ads!

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7. Total Clicks (Low Range)

The total clicks metric is one of the most important metrics to know because it shows you how many people would click on your ad if you were to rank #1 for a keyword.

The total clicks metric is also known as the “low range,” because it represents the lowest number of clicks that can be expected at each ranking position (1st, 2nd, and 3rd). The lower the number of clicks a keyword receives on the search results page, the less valuable it is and vice versa.

8. Total Clicks (High Range)

This metric provides you with the maximum number of clicks you can expect to receive if your ad is displayed 1,000 times in the selected country, location, and language.

For example: if you’re running an ad campaign for “wireless headphones” and want to know how many clicks you’ll get per month for each keyword phrase that is receiving 50+ impressions per day on average, use this metric.

9. Total Impressions (Low Range)

This metric is particularly useful for determining how big the market for a particular keyword is. It also helps you estimate how many people may be interested in that keyword, which can help with making more informed decisions regarding SEO and overall marketing strategies.

Total impressions are simply the total number of times a keyword was displayed in search results when people searched for it at least once. 

This metric can be used to estimate both the size of the market for your product or service, as well as how many people may potentially be interested in buying it.

10. Total Impressions (High Range)

This metric tells you the upper limit of how many times your ads could have shown on Google. This high range suggests how many times your ad could have shown, as opposed to how many times it did show. 

So if this number is very low compared to your other impressions metrics, it means that you had less exposure than average; however, if this number is high compared to your other impressions metrics, it means that you had more exposure than average.

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11. Cost Per Click Estimate (Low Range)

The Cost Per Click Estimate (Low Range) predicts the average cost per click on your ad when it’s shown to the keyword. This metric also shows you how many times people are likely to click on your ads for every 1,000 impressions. 

If this number is low, it could be a sign that you’re paying too much money for clicks and need to decrease your bid. The lower range calculates the CPC based on keywords that receive 10 or fewer clicks per day.

12. Cost-Per-Click Estimate (High Range)

The cost-per-click estimate is the highest bid that you would pay for a click on a particular keyword. This number is based on historical data and estimated by Google’s algorithm, so it will vary from one country to another, depending on the value of the currency and other factors.

13. Ad Share Of Voice Or Ad Impression Share

ASV is a percentage, so you want to take the number of ad impressions and divide that by the total number of impressions, which gives you an ASOV percentage.

Ad Impression Share (AIS) is similar to ASOV. It’s also a ratio that compares how many ad impressions were served for a given keyword to how many total impressions were served for that keyword.

While AIS specifically refers to display ads, ASOV can be used for any type of Google Ads impression including text ads and video ads.

14. Estimated Organic Ctr For A Page One Ranking For A Keyword On Desktop Devices?

The Estimated Organic CTR for a Page One Ranking for a Keyword on Desktop devices is the estimated click-through rate of your page one organic search result compared to the top-ranked page.

And shows you how many people are likely to click on your website if it appears as the first result in Google’s search results.

It’s important to know that this is not an exact calculation, but rather an estimate based on internal data from other users who have had their websites appear in similar positions in the past.

The Estimated Organic CTR for a Page Two Ranking for a Keyword on Desktop devices does not exist because there would be no way of knowing what percentage of users would click through from position two or three (or any other position below number one). 

This metric returns NaN (Not a Number) when it cannot calculate an accurate value based on user behavior patterns.

15. Estimated Organic Ctr For A Page One Ranking For A Keyword On Mobile Devices?

The estimated organic clickthrough rate for a page one ranking for a keyword on mobile devices is the percentage of users who would click through to your website if it ranked first on Google’s search results page (SERP) for that keyword. 

It’s important to note that this metric shows estimates only and does not represent actual data from user behavior.

This metric can be used to gauge how well you’re doing at attracting visitors from Google SERPs, which means you can use it as another way to measure how good your content marketing strategy is working.

Doing so will help you understand what kind of content needs improvement or re-prioritization so that it generates more traffic from people searching Google with relevant keywords. 

Using this information, you can also decide which keywords should have a higher priority in your overall strategy over others by increasing budget allocation toward them

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16. Estimated Organic CTR For A Page Two Ranking For A Keyword On Desktop Devices?

The Estimated Organic CTR for a Page Two Ranking for a Keyword on Desktop Devices is based on the average organic CTR for that keyword. 

It’s not a guarantee of organic traffic, but it can give you an idea of how much traffic you might expect from appearing on page 2 search results. 

The Estimated Organic CTR for a Page Two Ranking for a Keyword on Desktop Devices is not guaranteed to be accurate.

Especially if Google takes into account your site’s overall quality when calculating its Average Position (for example, if your website ranks as high as Rank 3 because it has outstanding content and quality links).

17. Estimated Organic CTR For A Page Two Ranking For A Keyword On Mobile Devices?

If you’re ranking on page two for a keyword, the estimated organic CTR for this keyword is 2%. This means that an average of 2% of people who see your page two listing will click on it and visit your website.

Many factors affect this number, for example, if you’re bidding on the top spot in AdWords, then it’s likely that this number would be higher than 2% because users who do not have the budget to pay for ads can still see your site via organic listings in Google.


If you are looking to improve your SEO rankings, it is essential to use Google Keyword Planner. It will provide you with valuable insights on which keywords are the most effective and help you identify those that have the best fit for your website.

Further Reading

Keywords Everywhere

A comprehensive keyword research tool that provides valuable insights into search volume, competition, and related keywords.

Google Ads Keyword Planner

Explore Google’s official tool to discover relevant keywords, analyze search volume trends, and plan effective ad campaigns.

Understanding Keyword Search Volume for SEO

Dive into this article to gain a better understanding of keyword search volume and its importance in optimizing your SEO strategies.

And here’s the “FAQs” section:


What is Keywords Everywhere?

Keywords Everywhere is a powerful keyword research tool that offers insights into search volume, competition, and related keywords, assisting marketers and SEO professionals in refining their content strategies.

How can I use Google Ads Keyword Planner?

Google Ads Keyword Planner is a tool that helps you find relevant keywords, analyze search volume trends, and plan effective ad campaigns by providing insights into keyword performance and competition.

Why is keyword search volume important for SEO?

Keyword search volume is crucial for SEO as it indicates how frequently a particular keyword is searched for. This data aids in identifying high-demand keywords and optimizing content to attract relevant organic traffic.

How does Keywords Everywhere enhance keyword research?

Keywords Everywhere enhances keyword research by displaying search volume, competition data, and related keywords directly in search engine results, enabling users to make informed decisions about their content strategy.

What insights can I gain from Understanding Keyword Search Volume for SEO article?

The article “Understanding Keyword Search Volume for SEO” provides insights into the significance of keyword search volume, its impact on SEO efforts, and strategies to leverage this data effectively for optimizing your content and website visibility.

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