Step Wise SEO

Understanding the number of possible search terms and the number of times a given term is searched for in any given time period is extremely important but while clicks are one thing, costs are another and in the planning stage of any campaign understanding the market costs for the paid for placement keywords is of utmost importance.

As with the keyword suggestion tools, the majority of costing tools, with the exception of WordTracker are provided free of charge by the search engines.

The following are the most useful to use and are both relevant to the UK and US markets and beyond.

• Overture Bid Tool - this tool, controlled by a code entry system (to prevent abuse from software tools), allows a marketer to type in a keyword and be presented back with all fellow advertisers, and bid amount, for that particular keyword.

 This tool provides a solid demonstration of the market conditions (price of keyword) and a snapshor of the competitive space in which a bidding strategy needs to be devised.

• Google AdWordsTM Traffic & Cost Estimator – the Google tool is different from that of Overture, as it requires a user to have an account set up before use.

The relation of the account to the research content isn’t important; therefore, a user who may have had an old account or even one used by colleagues peers or partners will provide the log-in details needed to activate the tool.

Once access is granted the system allows selected keywords to be entered into a user interface, a maximum CPC set and a country the designated advertising will be aimed at (a multiple can be selected), and will subsequently return the estimated traffic on a daily basis, average CPC, average position and daily spend levels.

This tool is, however, limited to the performance of a keyword for the advertiser researching only and doesn’t provide a snapshot of other bidders on that particular term.

This being said a combination of the results provided from tools such as the AdWordsTM Clever Wizard will demonstrate the estimated visibility based upon the number of bidders.

Keywords: search terms, Overture Bid Tool,