Work out average cost of click

using ad words to determine how much i would be expecting to spend

[darren azzopardi]

Hi,

I'm wanting to work out how much I would spend to run a google ad. I've put together a table using the data it provides;

Keyword Avg Month SearchesCompetitionTop of page bid (low range)Top of page (high range)
city and guilds10-100k Low £0.41 £1.28
food hygiene10-100k Medium £0.53 £1.69
food safety1k-10k Medium £0.59 £1.48
level 3 1k-10k Low £0.32 £1.40

Looking at the table above is it safe that I can expect to pay between the low and high range? So then if i put aside a budget of £250 i can then begin working out how many clicks i can achieve etc?

My idea is to build an ad that appears when the words "city and guilds+level 3+(food safety or food hygiene)" is searched for...

I am new to Google Adwords, I say new, I've dabbled in it now and then but its never a constant thing for me, i work in in the land of organic..

Any input would be greatly appreciated..

[RhinoFish]

It's an auction, so they can't predict what you will spend, ignoring all other factors, you can easily decide to be outside the ranges they gave you.
They are reporting norms, but you may very well be far outside the norms on either side.
Besides the stance you take (aggressive or bottom feeding), the quality of your website and ads and keywords will be a big factor in determining your actual CPC, so will the dynamic level of competition you face.
The forecasts are just not very useful, they are too generic, your case is going to vary wildly.

So then if i put aside a budget of £250 i can then begin working out how many clicks i can achieve etc?

Your array of keywords are going to vary considerably in all metrics, but I'm guessing it's outcomes you want to focus on - so focus on CPA or ROAS, not CPC or Clicks.

My idea is to build an ad that appears when the words "city and guilds+level 3+(food safety or food hygiene)" is searched for...

Do you mean when the search contains all 3 aspects within a single search, like a search for "hampton level 3 food safety"?

[Mark_A]

"city and guilds+level 3+(food safety or food hygiene)"

IME, if you are bidding on two word keywords, Google Ads will select your entry if two of your selected words are in the search terms the user has put in.

This can be frustrating because your ad might be triggered by "sharp knives improve food safety" "level 3 MMO" "City and guilds making jewelry" etc I am sure you get my gist.

Such frustrations are especially present when you use broad match, (and phrase match) which are largely useless if you want to fine tune things. Exact match is much better, however even using exact match these days google will add searches that were almost there.