I wouldn’t pay a whole lot of attention to that for PPC purposes. It’s more useful for SEO and even then I challenge its usefulness…I personally do tend to focus on markets that have the least ads running… generally, but not all the time. I recommend at least tackling them first and then as you gain confidence go after the tighter markets…
The keyword tool is a good snap shot of a market… gives you a feel…
I think it is more useful to dig and find those keyword niches that haven’t been tapped, and to weigh competition… there are other factors involved…….
You don’t necessarily want to ignore a market that has 100s of ads. There are 100s for a reason. It may look competitive, but that might be a huge market and there could be room for you….
That’s the problem with the R/S ratio. If you go by that, you might miss a lucrative market… AND no one has a clear answer what R/S ratio is even supposed to be good! I’ve researched it and no one has a real rule of thumb to go by…
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