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Keyword planner showing vastly different impressions when exported

Follower ✭ ✭ ☆
# 1
Follower ✭ ✭ ☆

The Keyword planner is showing vastly different numbers when using the tool and in the column Avg. Monthly searches in the exported file.

 

When using the tool I get approx

6600 impressions per day with Broad match type (198 000/month)

1160 impressions per day with Phrase match type (34 800/month)

285 impressions per day with Exact match type (8550/month)

 

When exporting the list and adding the numbers in Avg. monthly searches I get approx

18 700 per month for all match types

 

 

 

Re: Keyword planner showing vastly different impressions when exported

Zee Community Manager
Community Manager
# 2
Zee Community Manager
Community Manager

Hi there, 

 

Thanks for your question. 

 

Here are possible reasons why these data can differ: 

 

The Keyword Planner uses information from the dynamic ads system to project possible results on Google and its search partners. Here are some reasons why your traffic estimates may be different than your actual results:

  • You recently created an AdWords account: If you're a new advertiser, your estimates are based on historical average data for all advertisers because we don't know anything about your particular business yet. We provide a rough average for your guidance until we know more about how your ads are performing.
  • Your ads run on the Display Network: Your estimates are for the Search Network, and don't include estimates for the number of clicks your ads might receive on the Display Network, including placements that you choose. You can expect more traffic than what's estimated if your ads run on the Display Network as well.
  • You are targeting a small geographic region: You can expect results to be less accurate if you're targeting a small geographic location, simply because we have less data on which to base predictions.
  • You have the same, or very similar, keywords in different campaigns: Regardless of how many ads you have running on a single keyword, we'll show only one on each search results page. This means if you have similar or identical keywords in different ad groups or campaigns, your keywords are competing against each other. While Keyword Planner tries to account for competition among similar and identical keywords that appear across ad groups in the same campaign, its estimates for these keywords might be less accurate. Keyword Planner doesn't look at keywords across campaigns, so cross-campaign competition won't be accounted for in your estimates.
  • Your plan or keyword list contains similar keywords that you're getting traffic estimates for: If you estimate clicks for two or more similar keywords, Keyword Planner tries to predict how traffic will be divided between the overlapping terms. As a result, your estimates will be less accurate.
  • A full week of data is averaged to provide a daily estimate: Estimates are based on one week of data, and are averaged to provide daily estimates. Day-to-day traffic will vary, so consider an entire week's average rather than a single day's estimate.

If any of these data fits your scenario, you can contact the AdWords Support from 9:00 a.m. – 8:00 p.m. EST, Monday through Friday at 1-866-2GOOGLE (1-866-246-6453) and they will run the report with you while on the phone to investigate it further.

 

Best,

Zee
G+

Re: Keyword planner showing vastly different impressions when exported

Follower ✭ ✭ ☆
# 3
Follower ✭ ✭ ☆
Hi Zee, thank you for the reply, but the question was not about why the estimates differs from the actual numbers. The question was why the estimates in the Keyword planner differed on adwords,google.com compared to when I export the data as an excel-file.

Re: Keyword planner showing vastly different impressions when exported

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
I have exactly the same issue - on screen shows one figure and exported much less (sometimes in 10,000s)