We just wrote about how Google is limiting the utility of its Keyword Planner tool to just those who run large-scale paid search campaigns on AdWords. Even then, it only provides limited keyword data that is grouped contextually and placed in wide range buckets. The impact of this change isn’t limited to AdWords either. It affects a large range of 3rd-party keyword solutions that rely on the Keyword Planner API for data.

This situation emphasizes the need for a keyword research solution like our own, which goes above and beyond what Google’s Keyword Planner currently provides for the average search marketer, as well as what it provided in the past.

3 ways that Jumpshot’s keyword data addresses the new limitations of Google’s Keyword Planner

1. Access real, consumer entered keywords

In order to know which of two similar search terms are more popular, you need data on the exact phrases that people enter into search engines. If you ask Keyword Planner about search volume for “halloween costumes” (plural) versus “halloween costume” (singular), it will tell you that “some keywords you entered and their close variants have been grouped into one row.” If you ask the same thing of Jumpshot, you can see that “halloween costume” generated 15,936 clicks across 64 domains in the last 30 days while “halloween costumes” generated 413,807 clicks across 220 domains.

Jumpshot gives you the data you need to prioritize one variant of a keyword over another, compare all the different keyword variants that are important to you and discover new ones.

2. Assess keyword popularity with granular search data

Jumpshot also provides granular measures of keyword popularity in order to make it easy for you to judge the value of one key phrase, keyword, or keyword variant versus another. In contrast, Google’s Keyword Planner averages monthly searches for keyword groups into huge buckets. For instance, the group for “halloween costume,” “halloween costumes,” and other similar variants in Keyword Planner shows an average monthly search estimate of 1M-10M. With Keyword Planner, you have no clue if there’s a difference in popularity for keyword variants and you have no way of knowing if the popularity for a group in the 1M-10M range is closer to 1M or to 10M.

Jumpshot’s measure of keyword popularity is far more accurate because it shows the amount of queries and clicks by keyword at a very granular level. Our customers can see the exact volume of searches or clicks generated by our 100-million global consumer panel.

3. Calculate comparisons of keyword popularity over time

Jumpshot can accurately calculate comparisons of keyword popularity over time for two main reasons. First, our data spans from the beginning of 2014 to yesterday, so it’s always current. Keyword Planner data is over one month old. Second, our query and click data is granular enough that you can see month-over-month or year-over-year percent change differences.

As of early October, you can’t use Keyword Planner to compare the popularity of a keyword between September 2016 and September 2015 because September data is not available yet. You have to go back to August to get a comparison. When you do this for the “halloween costumes” term, the buckets are too big to show a difference. Jumpshot, on the other hand, shows that the “halloween costumes” term generated 511,143 clicks in September 2015 and 333,079 clicks in September 2016, which accounts for a 35 percent YoY decrease in keyword popularity.

Bottom Line: The purpose of keyword research is to find the exact keywords that will help you attract a large volume of qualified visitors to your website, based on their search behavior. Following the recent changes to Google’s Keyword Planner, this tool provides limited information that can be used for directional guidance. But to uncover the keywords that will make a difference for your marketing campaigns, you need more granular data that only Jumpshot can provide. In this article we have outlined how Jumpshot’s keyword data addresses the new changes to the Keyword Planner, our next article will showcase how Jumpshot’s keyword data goes even beyond what Google has provided to anyone ever, including their largest advertisers, so stay tuned!