How trustful is going after keyword from google adwords stats?

Hi smolodoy,

Google's keyword tool will show you actual data. While it is rounded off, it isn't an estimate, it is actual data.

Having said that, it is up to you to understand what that data represents and how to interpret it. The usual caveats apply:

• Past data cannot be relied upon to predict future performance
• Data often contains outliers from one-time or seasonal events
• Data can become corrupted by automation that simulates human behavior

It is also important to understand the difference between search volume and CTR and how some keywords have relatively high CTRs while other keywords have very low CTRs. The more ambiguish a term is the lower the CTR will tend to be. You cannot apply the average expectation to the exceptional.

The average number is only part of the data, you need to look at data over time and within context to get a better understanding of what you may expect. Don't blame the tool when it may be you that is at fault.

As far as Adwords stats from your own campaigns, you can only rely on that data if you have collected it properly. Where many folks err in this type of testing is setting a bid that may be too low and setting a daily budget that prevents the ad from generating impressions during 100% of the day. If you only have a slice of data, and you have no idea the percentage of that slice, it makes it difficult to extrapolate.