I like that you can customize your search by searching for certain keywords and see which ones are most popular with customers. It's also helpful if you're looking at historical trends since it will show whether or not there has been an increase or decrease in interest. The platform is easy enough to navigate so anyone who knows how to use Google could figure out what they need to do. We've used this tool before but we didn't have access to all of our data from previous years because it was stored elsewhere. This helped us get a better picture of where our business is going now than just using last year's numbers.