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CPC in Keyword Planner Totally Wrong

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

It's really weird, i did some keyword research (with the KW Planner tool), found some "long tail" keywords with a decent amount of searches and low CPC and i decided to create a landing page (which seems to be fine as all keywords i targeted and all ads have a quality score of 7 or 8 - without even going live).

 

In the keyword planner most keywords had a CPC of around $0.25 - $0.50 (some even show there are no advertisers for these keyword) but to my surprise, once the ads started running, the CPC for each keyword was 10 times higher (at least). Some keywords had $5 per click and some even had $10-15 per click.

 

Is the Keyword Tool totally wrong when it comes to the CPC (and i should definitely stop using it) or am i doing something wrong here ?

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Marked as Best Answer.
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Accepted by topic author Andy K
April 2016

Re: CPC in Keyword Planner Totally Wrong

Top Contributor
# 2
Top Contributor

Hi Andy,

 

There are a lot of factors the Keyword Planner is not really in a position to consider in their entirety. Such as your account history, other keywords, ad copies, LPs, your website, and new developments in the advertising landscape.My best guess is that before facing reality, the Tool sets all these factors to an ideal value and that's why you get sort of ideal estimates.

 

This is what Google says:

 

"It's important to bear in mind that while Keyword Planner can provide some great keyword ideas and traffic forecasts, campaign performance depends on a variety of factors. For example, your bid, budget, product and customer behaviour in your industry can all influence the success of your campaigns."

 

There is also a recent and ongoing upheaval in bidding activities since Google retired right hand ads which is also resulting in much higher CPC values. In general, we usually view the very helpful pieces of information in the Keyword Planner as comparative and indicative data.

 

Best,

Lakatos

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Andy K
April 2016

Re: CPC in Keyword Planner Totally Wrong

Top Contributor
# 2
Top Contributor

Hi Andy,

 

There are a lot of factors the Keyword Planner is not really in a position to consider in their entirety. Such as your account history, other keywords, ad copies, LPs, your website, and new developments in the advertising landscape.My best guess is that before facing reality, the Tool sets all these factors to an ideal value and that's why you get sort of ideal estimates.

 

This is what Google says:

 

"It's important to bear in mind that while Keyword Planner can provide some great keyword ideas and traffic forecasts, campaign performance depends on a variety of factors. For example, your bid, budget, product and customer behaviour in your industry can all influence the success of your campaigns."

 

There is also a recent and ongoing upheaval in bidding activities since Google retired right hand ads which is also resulting in much higher CPC values. In general, we usually view the very helpful pieces of information in the Keyword Planner as comparative and indicative data.

 

Best,

Lakatos

Re: CPC in Keyword Planner Totally Wrong

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
That figures, thanks for detailed reply, seems i don't have to rely on the keyword planner but test everything out instead.

Re: CPC in Keyword Planner Totally Wrong

[ Edited ]
Top Contributor
# 4
Top Contributor

In addition, when you make keyword research or get traffic forecast in the keyword planner then the default date range is past 12 months. So you get the avg. data of last 12 months while the updates and trend may get changed recently.


Regards
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