"Google Keyword Planner Removes Individual and Ad Group Keyword Forecasting Features" (2024)

Google has recently made a discreet move by discontinuing keyword forecasting features for individual and ad group keywords within Keyword Planner. According to Google's Ad Liaison, Ginny Marvin, this decision was made due to the low usage of these features among advertisers. Although these specific forecasting options have been retired, it's worth noting that campaign-level forecasts and historical keyword-level data continue to be accessible.

The significance of this change lies in the fact that advertisers will now miss out on valuable insights, including important metrics like spending projections. These insights have traditionally played a crucial role in helping advertisers make informed decisions and optimize their advertising strategies effectively.

To shed light on how Keyword Planner functions, it is a tool that leverages historical search data to estimate the potential performance of keywords based on your budget. These estimates serve as valuable input for grouping keywords and setting appropriate bids.

In Ginny Marvin's own words on Twitter, "Few advertisers were using individual & ad group keyword forecasting in Keyword Planner, so as of this summer, we’re no longer maintaining these forecasts in our system. Campaign-level forecasts & historical keyword-level data are still available."