Google Keyword Tool Prices, Inconsistent?!?!

[TestCase]

I was just checking G's Keyword Tool (Exact) and discovered that the Estimated Ave PPC on different matches can very quite a bit when you include additional search terms.

I've never noticed this sort of thing before, but I'm not that sharp. Has anyone else noticed this type of pricing fluctuations?

Search #1: KW Phrase - "senior bath"
Results
[senior bath tub] - CPC 14.46

Search #2: KW Phrases - "senior bath" + "senior tub" + "senior safety"
Results
[senior bath tub] - CPC 12.84

Search #3: KW Phrases - "senior bath" + "senior tub" + "senior safety" + "senior bathroom"
Results
[senior bath tub] - CPC 13.39

There was one additional combination (that I've forgotten) where the CPC for [senior bath tub] was only in the $10+change range.

 

[bluearrow]

Those are just average bids on that day. Also publisher don't get same value for their clicks.

 

[TestCase]

Thanks for your response bluearrow. Am already well aware that publishers don't get the full click value.

As to the variations, the values I quoted were all initially displayed within the same 5 minute period, and then again 10 minutes later. I started with the exact term, [senior bath], and then added additional terms with each succeeding search. While checking the results I noticed that one of the related search terms provided by Google, [senior bath tub], showed a significant variation in value.

My understanding is that an exact search term is an exact search term and there shouldn't be a variation in value on a short term basis -- no matter how many related terms are included in a search.

 

[n00b1]

That is interesting. Were you using those terms as an example, incidentally? The number of searches is very low indeed, but those CPC values are very high. Interesting.

 

[TestCase]

Yes, those were the exact search terms I was using.