SerpWatch gives you insight into four types of advanced keyword data:
# SV (Search Volume)
Search Volume signals the number of average searches performed for a targeted keyword on a monthly basis in a particular location.
Bear in mind that the number of searches differs from the number of people performing those searches.
For instance, one person can type “dog food” in the search bar 100 times, while someone else can look it up just once. In this case, the combined result would be 101 searches.
SV data can be useful in cases when a keyword with high search volume (suddenly) drops in rank below the expected level.
The data serves as a signal to look into the keyword’s optimization and avoid further loss of website traffic.
# CPC (Cost Per Click)
CPC shows the average cost of every click on a paid search result for a targeted keyword.
The value is expressed in USD and depends on the ad spending of all advertisers.
Note that CPC usually differs from the Max. CPC.
This is because each advertiser bids on the maximum price they are willing to pay for each click on search results containing their keywords when setting up their ad campaign.
Also bear in mind that if a keyword has a high pay-per-click (PCP) value but low search volume, that effectively means you are paying (a lot of) money for clicks that don’t actually bring a significant number of people to your website. This is usually a good sign it’s time to choose new keywords.
# CMP (Competition)
CMP metric indicates the amount of competition for one keyword compared to other keywords, i.e. its usage density relative to all other advertisers.
CMP value is between 0 and 1 — with a lower number signifying fewer and a higher one more advertisers using the keyword in their paid campaigns.
If you notice this value increasing over time, it might be time to focus more on the keywords with less competition.
On the other hand, you sometimes just need to give these keywords more time to produce the results you expect (as long as you keep your expectations realistic).
# MR (Monthly Revenue)
Monthly Revenue shows the expected monetary value for each keyword for the current month.
The value is expressed in USD and calculated by multiplying CPC by Traffic Volume adjusted for the position of the keyword you are targeting.
This metric helps you keep an eye on the changes in your monthly revenue.
If the predicted value differs greatly from what you had planned, it’s probably time to find keywords with a better return on investment (ROI).