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I am going to show you a more accurate way of getting top bid estimates from Google.

Anyone who advertises with Google AdWords should understand the different matching rules Google provides for keywords. Here is a quick overview of them, in case you need it.

Google provides four matching rules for keywords: broad, phrase, exact and negative. The following example will show how the first three work for the phrase 'web hosting'.

Match Type Example Outcome
Exact [web hosting] Only triggered when someone enters exactly 'web hosting'
Phrase "web hosting"

Triggered for 'web hosting review', 'cheap web hosting', 'web hosting on sale', etc.

(The words red and wagon have to appear next to each other, in that order).
Broad web hosting Triggered for 'web hosting', 'linux cheap hosting, 'cheap web hosting', and any other terms Google believes to be related to web hostings.

Now when it comes to AdSense within your web pages, you cannot be sure which of these matching rules are being triggered when Google serves up ads. Not all advertisers use each of these matching rules, plus many will bid different amounts for each one. Therefore, when getting bid estimates from Google, a more accurate way is to get an average of these three match types. Let's see a real illustration of this to see just how important this really is.

Suppose you would like to know the top bid price for the term 'personal injury'. Going to Google's Traffic Estimator tool and entering in 'personal injury' shows $10.60 (for the US, when I tried this).

However, when using all three match types I got:

personal injury - $10.60 "personal injury" - $8.44 [personal injury] - $23.78

These values would average out to $14.27. But notice that the exact match [personal injury] is more than twice the estimate we would have gotten from Google had we only plugged in 'personal injury'.

In fact, I often see exact match phrases costing the most as in this example. So, now you can see how important it is to get top bid estimates this way.

Not only should you check broad matches in Google, you should certainly also plug in the phrase and exact match versions in order to get the most complete picture.




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