I have seen with the new keyword tool you have a certain keyword, and then you have the same keyword in brackets. For instance car and [car], and then the avg cpc is totally different for basically the same word, but with brackets. does anyone understand this?
It is probably protecting the car, meaning the brackets.lol
The one in the brackets is the exact phrase. So just a search for car will show how many people are searching for that word though it could be included in other keyword phrases like car safety, car for sale, toyota car recall.
When it's in brackets it means the people who are searching for that exact word.
The average CPC could vary because other phrases could be higher or lower than the exact match.
So when your page is basically about 'car' and not 'car safety' or something, then the avg cpc will be what it says next to [car] if the word 'car' appears in as an add on your site?
It's not an exact science. As the estimated average CPC is for Adwords advertisers to have an estimate of what the average Cost Per Click is going for.
So as an Adsense Publisher you use it as a ballpark figure. Halve it for an approximation of what you could get for a click because Google take their share. Sometimes you can get a lot less. Occasionally you might get lucky and get more.
If you were thinking about doing a hub on car safety you'd use the Adwords Keyword Tool to check and see the Estimated Average CPC and the Monthly Search Volume to get an idea about whether its worth publishing a hub on the subject. If you did a search for a keyword phrase and it said Not Enough Data then you'd know that effectively there is no one searching for that phrase on Google.
After you decided whether It could be profitable then its equally as important to see if you stand a chance at ranking.
If your top 3 competitors are Car and Driver, Consumer Reports and Subaru.com ...you might want to pursue a more specific term.
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