That rule of thumb is based on false assumptions. Here's actual data for September from a campaign I'm running on both search and content. I took the exact same keywords from my search campaign and copied them into a content network campaign:
Campaign:Clicks:Impressions
Search(+partners):9,738:244,005
Content Network:32,648:7,202,056
Adwords tool estimates about 200,000 local searches for my main keywords.
The Adwords Keyword Tool DOES NOT report impressions from the Content Network as a mesaure of search volume, that is just a fact.
Your method is fundamentally flawed. This process will tell you absolutely _nothing_ useful about the size of your market.
I hope your book does not have any similar errors.
Campaign:Clicks:Impressions
Search(+partners):9,738:244,005
Content Network:32,648:7,202,056
Adwords tool estimates about 200,000 local searches for my main keywords. The Adwords Keyword Tool DOES NOT report impressions from the Content Network as a mesaure of search volume, that is just a fact.
Your method is fundamentally flawed. This process will tell you absolutely _nothing_ useful about the size of your market. I hope your book does not have any similar errors.