The Google Adwords Keyword Planner Tool was recently updated. While the keyword planner has several functions, the traffic estimator is the real bread and butter of the Keyword Planner. Unfortunately, the traffic estimator has let me down in the past with its highly inaccurate estimates. Since the keyword planner was recently updated, I decided to give the traffic estimator another chance and it appears to be more accurate at predicting impressions and some of the new features are a step in the right direction. However, the traffic estimator is still far from perfect.
The most important function of the traffic estimator is its ability to estimate traffic. Despite the fact that it’s just an estimator, I do expect a certain level of accuracy. Fortunately, the estimator is much improved at predicting how many impressions broadmatch keywords will receive. While the tool is good at estimating impressions, I don’t think it’s safe to put much weight in the tool’s ability to estimate clicks, CTR, average position, etc. Those KPIs will be highly dependent on how you set up the campaign, your bidding strategy, how compelling your ad copy is compared to your competitors, etc.
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