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Global vs. Local Monthly Searches in Adwords keyword tool

5:35 pm on Nov 2, 2012 (gmt 0)

Junior Member

5+ Year Member

joined:July 14, 2009
votes: 0

I'm trying to learn how to use a keyword tool in Adwords.
Here's what I entered:
Country- Russia
Desktop and laptop devices
And the keyword was туры в израиль (tours to Israel in Russian Cyrillic letters) . As a broad match type...
Now... the results that I got were:
Global monthly: 60,500
Local monthly: 40,500
If I got it right..."Global monthly" means in this context :
worldwide average monthly searches for this search term in ANY language in any Google search site (google.ru, google.com.ua, google.com, google.fr etc.).
It's all nice, BUT...
Then I made an query for tours to Israel in English in the US...And I got:
Global monthly: 60,500
Local monthly: 27,100

That doesn't make any sense to me though!
How come the total sum (the global) is actually a smaller number than a combined sum of just TWO countries? (27,100+40,500=67,600>60,500)

By "any language" they mean a translation of the term into ANY possible language?Or maybe by "language" Google means the language of searchers' operating system? or their browsers' language?

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