Google AdWords: Keyword Tool
Google AdWords Keyword Tool: For those of you who are interested in Search Marketing especially Pay Per Click, Google has a useful tool that some of us are aware of and use on a daily basis. The Google AdWords Keyword Tool is very useful when comparing Advertiser Competition and Monthly Search Volumes for keywords. If you haven’t seen this tool before you should definitely spend some time learning it.
Though it looks very simple to use, the Google AdWords Keyword Tool has some hidden features that some of you may not know! Interesting enough, Google by default, hides certain columns when displaying information about keywords. Some of this information include: Estimated Ad Position, Estimated Avg. CPC (Cost Per Click), Search Volume Trends, and Highest Volume Occurred In. This information is essential for a lot of campaigns and I highly recommend you to enable them.
Google AdWords Keyword Tool
To enable these options you must click on the “Show/hide columns” drop-down under the “Choose columns to display:” text and click on “Show All”. This will then enable all columns 
About the Statistics: According to Google the following is the description for the statistics found using the tool.
Estimated Ad Position: This column shows the estimated position for ads appearing on each keyword based on the maximum cost-per-click (CPC) that you enter in the Calculate estimates using a different maximum CPC bid field. If you leave the field blank, the in-ad group tool will use your ad group’s maximum CPC. Leaving the field blank in the standalone or external tool will make the column default to positions 1-3.
Estimated Avg CPC: This column shows the estimated average cost-per-click (CPC) for each keyword based on the maximum CPC that you enter in the Calculate estimates using a different maximum CPC bid field. If you leave the field blank, the in-ad group tool will use your ad group’s maximum CPC. Leaving the field blank in the standalone or external tools will make the column default to the average CPCs for ad positions 1-3.
Advertiser Competition: This column shows the number of advertisers worldwide bidding on each keyword relative to all keywords across Google. The shaded bar represents a general low-to-high quantitative guide to help you determine how competitive ad placement is for a particular keyword.
Local Search Volume: This column shows the approximate number of search queries matching each keyword. This statistic applies to searches performed on Google and the search network in the most recent month that we have data for. It’s specific to your targeted country and language as well as your selection from the Match Type drop-down menu. If we don’t have enough data for a particular keyword, you’ll see not enough data. Learn more about the Keyword Tool’s search volume statistics.
Global Monthly Search Volume: This column shows the approximate average monthly number of search queries matching each keyword. This statistic applies to searches performed on Google and the search network over a recent 12-month period. It includes traffic in all countries and languages but is specific to your selection from the Match Type drop-down menu. If we don’t have enough data for a particular keyword, you’ll see not enough data. Learn more about the Keyword Tool’s search volume statistics.
Search Volume Trends: This column shows fluctuations in Google search volume for each keyword over a recent twelve-month period. Each bar in the graph is relative to the keyword’s overall performance for the 12-month period. This statistic is specific to your targeted country and language as well as your selection from the Match Type drop-down menu. If we don’t have enough data for your targeted country and language, you’ll see no data.
Highest Volume Occurred In: This column shows the month that each keyword received the highest Google search volume within a recent 12-month period, specific to your targeted country and language. If we don’t have enough data for your targeted country and language, you’ll see no data.
Let’s hope this extra information will help you and your campaigns… Afterall, what good does this tool do if it doesn’t give us the Estimated Avg. CPC ?
