I like that it gives me an idea of how many people are searching for my product online. It also shows when they do search in certain countries so i know if its worth targeting there or not. Nothing really but just be aware this is only one tool out of many similar web tools. If you're looking for something free then go with Google analytics (which has other benefits too). We use it as part of our marketing campaign to show us where potential customers are located and what keywords will bring them into the site.