Why PPC difference in traffic?

by 17 replies
20
I've just started using PPC again but I'm confused. I usually use google's keyword too exernal to find keywords. In that it says my keywords are searched 6,000 times a month. However when I put the same keywords in google's adwords traffic estimator it suggests I'll get 20 a month! Why the big difference? Is it that adwords for these keywords isn't used much at the moment?

Rich
#search engine optimization #difference #ppc #traffic
  • Why do you think a huge number of the people would click on your ad?
    Estimates are based on ad position. How much are you willing to spend to get a higher position?
    • [1] reply
    • Hi Kirk,
      Thanks!
      Sorry I should have said that 20 is the total available per month regardless of budget. I understand that only 10%-20% of search traffic will click an adwords add. But it's like 0.3%. That's what I can't work out why the estimate tool suggests such a low PPC volume compaired to keywords too external.

      Rich
  • i am new to this ppc stuff. what you mean is different ad position have different cause? is that right?
    • [1] reply
    • What I mean is if I search in googles keyword tool it gives the average per month search as 6900 whereas the adwords estimator tool says I can expect 20 clicks per month regardless of budget.
      I think I figured it out. The estimator only uses historical info and as these searchs are showing little competition that could be the reason.

      Rich
      • [1] reply
  • Hi Rich,

    In was under the impression that the Adwords traffic estimator estimated the number of clicks per day rather than the traffic and the estimated number of clicks is based on a combination of a system wide average, your bid and your daily budget.

    If you use the traffic estimator here, this is what it does:
    https://adwords.google.com/select/Tr...timatorSandbox

    I often find that the Google keyword tool over estimates the monthly volume. I have quite a few keywords that I am in the number one spot for (in the organic results) but the traffic I am getting for the phrase is quite a bit less (even taking into account the fact that other websites will be clicked on as well as mine).

    Did you select a geographical area for your ads? Or did you select a specific language? If so, could part of the reduction be related to this as well.

    Cheers,
    Suzanne
    • [ 1 ] Thanks
    • [2] replies
    • Hi Suzanne,
      Thanks for your reply. I've left my budget blank and increased it to £100,000 a day but it still says I'll get 1 click a day for an average of 20 clicks a month. I'm imputting the same keyword phrases and using the same demographic info. I'll test it and see if it is 20 a month!

      Rich
    • Hi Suzanne,

      That's a really great tool I didn't know about. Thanks for sharing!


      Regards,
      Chirag

  • Hi Rich,

    You asked "Why the big difference"?
    • Lets say a keyword get 6000 searches a month. The estimator tool will first filter out searches from locations outside your campaigns target market. Let's say that you are advertising in th US so that 6000 is then filtered down to say 1200 searches from within the US.
    • Now they apply the historical CTR for that keyword at the estimated position of your bid. Let's say that it is 2% and it brings the total clicks to 24.
    • Now they estimate how often your ad will display based on daily budget limits. Lets say that your ad gets displayed 83% of the time. That brings the total estimated clicks to 20 per month.
    Obviously, the range of locations your ad runs, the language of your ad, the historical CTR, and your daily budget limits can all reduce the number of possible clicks. Hopefully this explanation clears up the reason for the "big difference".
    • [2] replies
    • Hi Don,
      Thanks! However I'm using the UK on both the estimator and keywords too external. If I remove UK from keywords too external then the search goes from 6900 to 54,000.
      I've set up a blog to test what clicks I'll get anyway.

      Rich
      • [1] reply
    • Hi Don,

      that's a great explanation. I'm not experienced with PPC, but often wondered about this too.

      I found your explanation easy to follow and understand. Thanks.

      Michael
  • thanks.. ive just learned something here..
  • My experience is that the estimator is WAY off. I'll get 5-10 times the real traffic with smaller bids in most cases, thats as long as my quality score is at least 7/10!
    • [1] reply
    • Each scenario is different and we have to be concentrate on that.
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    Why PPC difference in traffic?

    I've just started using PPC again but I'm confused. I usually use google's keyword too exernal to find keywords. In that it says my keywords are searched 6,000 times a month. However when I put the same keywords in google's adwords traffic estimator it suggests I'll get 20 a month! Why the big difference? Is it that adwords for these keywords isn't used much at the moment? Rich