Looks like changes are being made in the adwords keyword tool, as shown in the images below, google have omitted the estimated avg. CPC column previously available as an indicator of keyword costs.
When signed in through an adwords account, the function is still there but the terminology has changed from estimated avg. CPC to approximate CPC
What’s most interesting about the sudden change is the difference in costs between estimated avg. CPC and approximate CPC for the same term, using the same login. As shown below:
So apparently the approximate CPC is now far less for the terms I looked than the estimated CPC, admittedly further testing is required on terms with differing relevance to pinpoint exactly what’s new in the approximate CPC. Presumably the estimated CPC has been removed from the free keyword tool to improve the accuracy of values presented to the user, however, from the example shown here, it would seem to provide more of an incentive to prospective bidders over the previous estimates. Could this be a shrewd move to increase competition and boost Google’s AdWords revenue in the long term?
As with all changes in Google products though, there’s every chance it will be back to normal tomorrow!
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