This week, Google AdWords announced that it is enhancing the Keyword Planner to help compare your search term coverage to other advertisers. This feature will be rolled out over the next few weeks to all advertisers.
With this update, to find new keyword ideas you can review your relative ad impression share compared to the top five market leaders across all your generated keyword ideas.
And similar advertisers in various keyword categories
These insights are supposed to help you prioritize where keyword expansions might be most impactful. For example, when keyword planning for new products, you can see where market leaders have strong impression share to understand important keyword themes in the space.
On the other hand, to identify missed opportunity with existing products, you can focus on keyword categories where your ad impression share is low compared to other advertisers. Find the keyword ideas most relevant to your business, and add those with high average monthly search volume and low ad impression share first. Now, you can concentrate on keywords with lower competition and suggested bids where you can more easily rank in top ad positions.