I’ve been re evaluating some campaigns recently which has seen me digging through old proposals and keyword research and I think I’ve made a startling discovery. Pretty much across the board I’ve noticed that past volumes are around five times higher than their current values in the Google Adwords Keyword Tool. So from this we can conclude that either:
With the state of Googles search begin what it it we can pretty much rule out option four (I resort to using bing when Google’s garbage results cause me rage), however I think the other points are highly likely.
One startling observation is that head terms are maintaining their volumes meaning the drop off to long tail is a steeper curve.
So what’s my advice? As always I believe it’s wise to do a full re evaluation of your campaigns.
average monthly search volume divided by click through rate at a top four position = traffic per month. Divide this by 30 (days in a month) and times this by your sites conversion rate and times again by your average basket. Now divide by the items percent margin to work out each keywords potential.
vol/ctr/30*conversion*av basket*margin= worth
If your clever and get your keyword pools and synonyms right a little re optimisation could see huge rises in sales/leads.
What formulas do you use to evaluate keyword research?