Common Keyword Tool Contradictions, and Why TLKT Is Less Imperfect
Since 2007, Our Most Common Keyword Research Tool Question:
In the above video, Sue and I attempt to explain a common keyword research tool contradiction that has been hitting our help desk since 2007.
Here is the take away in a nutshell.
The reason The Last Keyword Tool will come back with zero cost per click while other (current) keyword tools will show cost per click on keywords is because they are drawing from Google’s “suggested bid” within the keyword planner.
It is probably not a good idea to consider Google’s “suggested bid” as useful.
The reason for this is that the “suggested bid” will show up even if the keyword is not currently an adwords term being bid upon by anyone at all.
Additionally, a “suggested bid” is more about Google making money and less about you understanding the value of a keyword or keyword phrase.
This is pretty huge actually.
What is “huge” is that we take the “maximum bid” default when pulling our keyword data (the maximum bid is $100.00 and has been since 2007).
Why Pull The Maximum Bid to Test Keyword Value?
For some reason, when you “pretend” that you are willing to pay “the highest maximum price” to promote a keyword, Google gives you more accurate results about how many people are bidding on the term, and how many clicks the term is getting from PPC!
They spend a lot less time trying to convince you of how much you “should bid” to inflate the cost of your global keyword portfolio within your keyword planner.
Since we are more interested in accurate results rather than Google’s suggested bid results, we go deeper. This is more difficult by the way. But it makes for more accurate data.
– Russell Wright and the Network Empire Team