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Head-to-head · Keyword Research Tools

Google Keyword Planner vs Bing Webmaster Tools

  • Updated Oct 2026
  • Both researched from official sources
  • 5 checks side by side
Higher score Google Keyword Planner #2 in Keyword Research Tools 9.3/10 Free plan Free plan✓ 4 of 6 features Open Keyword Planner
Bing Webmaster Tools #3 in Keyword Research Tools 9.1/10 Free plan Free plan✓ 1 of 6 features Visit site

Google Keyword Planner leads on 0 checks, Bing Webmaster Tools on 0, and 5 are even. Who comes out ahead on the 5 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreGoogle Keyword Planner · 9.3/10
  • Free planboth
  • Most featuresGoogle Keyword Planner · 4 of 6

Google Keyword Planner scores higher on our rubric for keyword research tools: 9.3 against 9.1 out of 10; our editors rank them #2 and #3.

Google Keyword Planner is the better fit for free Google Ads keyword planning. Bing Webmaster Tools is the better fit for free SEO research and site diagnostics.

  • Google Keyword Planner fits best

    Free Google Ads keyword planning

  • Bing Webmaster Tools fits best

    Free SEO research and site diagnostics

Advertiser disclosure: iTechGuides is reader-supported. Vendors can pay for top positions in our rankings and for a place on other products' pages, and we may earn a commission when you click some links. Bought places stand at the number bought; this page and our disclosure say so. Paying vendors may get a fuller, more detailed review from our editors, and that review can change their score. How we rank.

Side by side

Feature Google Keyword Planner 9.3/10 Visit ↗ Bing Webmaster Tools 9.1/10 Visit ↗
At a glance
Editor score 9.3 9.1
Ranking #2 in Keyword Research Tools #3 in Keyword Research Tools
Best for Free Google Ads keyword planning Free SEO research and site diagnostics
Pricing model Free Free
Starting price Free plan Free plan
Free plan ✓ ✓
Free trial — —
Deployment Cloud Cloud
Platforms Web Web
Support Docs Docs
Built for Small business, Mid-market, Enterprise Solo, Small business, Mid-market, Enterprise
Features Google Keyword Planner 4/6 · Bing Webmaster Tools 1/6
Keyword difficulty ✓ (best) Not checked yet
Search volume data ✓ (best) Not checked yet
Search intent data Not checked yet Not checked yet
SERP analysis Not checked yet Not checked yet
Competitor keywords ✓ (best) Not checked yet
API access ✓ ✓
Specs
Keyword results limit Not checked yet Not checked yet
Our review
Pros
  • Free access to keyword ideas, search volume, competition, and bid estimates
  • Forecast clicks, impressions, and conversions for keyword plans
  • Supports geographic, language, network, trend, and Google Ads API workflows
  • Keyword ideas include volumes, trends, questions, filters, and ranking URLs
  • Combines audits, backlink analysis, competitor comparison, and site exploration
  • API access supports programmatic rank, traffic, keyword, link, and crawl data
Cons
  • Requires Google Ads account setup and billing information
  • Focused on Google Search campaign planning rather than full SEO research
  • Does not provide search intent or SERP analysis
  • SEO research and performance reporting are centered on Bing Search
  • Site Scan is focused on common technical SEO issues
  • API access requires OAuth 2.0 or API keys
Our verdict

Google Keyword Planner is a web-based keyword research and forecasting tool for advertisers planning Google Search campaigns. It generates ideas from keywords, phrases, URLs, or entire websites, then reports average monthly search volume,…

Read the review →

Bing Webmaster Tools is a free web-based SEO and webmaster platform for site owners, publishers, and developers. It brings together Bing search performance reporting, keyword research, backlink analysis, site exploration, URL inspection,…

Read the review →
  1. Google Keyword PlannerKeyword Research Tools 9.3Free plan
  2. Bing Webmaster ToolsKeyword Research Tools 9.1Free plan

Strengths and trade-offs

  • Google Keyword Planner — where it wins

    • Free access to keyword ideas, search volume, competition, and bid estimates
    • Forecast clicks, impressions, and conversions for keyword plans
    • Supports geographic, language, network, trend, and Google Ads API workflows

    Where it doesn't

    • Requires Google Ads account setup and billing information
    • Focused on Google Search campaign planning rather than full SEO research
    • Does not provide search intent or SERP analysis

  • Bing Webmaster Tools — where it wins

    • Keyword ideas include volumes, trends, questions, filters, and ranking URLs
    • Combines audits, backlink analysis, competitor comparison, and site exploration
    • API access supports programmatic rank, traffic, keyword, link, and crawl data

    Where it doesn't

    • SEO research and performance reporting are centered on Bing Search
    • Site Scan is focused on common technical SEO issues
    • API access requires OAuth 2.0 or API keys
  • Google Keyword Planner9.3/10 · Free plan

    A free Google Ads planning tool with keyword metrics, forecasts, targeting, and API access.

    Open Keyword PlannerFull verdict →
  • Bing Webmaster Tools9.1/10 · Free plan

    A broad, no-cost SEO toolkit for Bing-focused research, diagnostics, and webmaster workflows.

    Visit siteFull verdict →

More comparisons

All keyword research tools comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026

Last updated · How we research and update