Too Many Clicks

I dont understand

[taj79]

i m bit confused with what is shown by of google adwords:

the numbers are clicks/day

shopping malls
1.5

"shopping malls"
23.0

[shopping malls]
66.0

it should be other way round.....i feel ....

what do u say?

[Robsp]

taj79,

That depends on your average position. If your position is much better with the [] variant the likeliness for clicks is much higher as well...

[taj79]

say,
i get 1st position in google results for
shopping malls

in the search results NOT in the right side ads.

How much should i expect to get clicks/day?
or
How many times on an average
shopping malls
are searched in google?

[Robsp]

Taj,

That could be a lot. I use sites like [wordtracker.com...] to find out how much this would be but its in the millions for sure. If you want to go to the top on the google regular search results with shopping malls you are looking at a serious SEO job :-)

Adwords is probably a faster way to get visitors (albeit more expensive)

[taj79]

my still to be answered question is:

shopping malls produces 1.5 clicks/day
whereas its exact clone
[shopping malls] produces 55 clicks/day

how is this possible? this is against common sense ...

eg. online shopping malls
shopping malls of america
and etc.
will also give my ad if i choose
shopping malls

but if i choose [shopping malls],then it will be shown when someone searches exactly
shopping malls
and nothing else .....

[Robsp]

Taj,

What are the impressions, CTR and average positions for those keywords?

[taj79]

Traffic Estimator *

Keyword Clicks/Day AverageCost-Per-Click Cost/Day (USD Average
Position [?]

shopping malls
1.5
$0.40
$0.59
1.1

"shopping malls"
28.0
$0.79
$22.06
1.2

[shopping malls]
85.0
$0.84
$71.01
1.3

Overall
114.5
$0.82
$93.66
1.3

[Robsp]

Taj,

This is very strange indeed, are these figures from the estimator or real actual figures from your campaign?

[webdiversity]

Google looks for exact matches first, if it finds on in your campaign then it will deliver the click and impression and that is the end of the game. If it can't find an exact, it will look for a phrase match, but a lot of the clicks willl have been taken up by the exact, so the numbers will be less. If that doesn't secure a match it will look for a broad, and a lot of the clicks will have been taken up by the exact and the phrase.

This is assuming you have all 3 flavours in your account, if you just went broad and nothing else then you would end up with probably a much higher estimate, but would end up getting your ad turned off because of relevancy, a keyword like you suggest will always struggle as a broad match.

Hope that helps.