Keyword Budgeting Tools

Use these tools to evaluate individual keywords and keyword groups before allocating budget. The goal is to quickly estimate an achievable max CPC and a comparative priority score so you can focus spend where it is most likely to return profit.

Downloads

[Keyword Scoring (single keyword model)](attachment:bb11b560-ac40-43e1-bab8-80d4d4feac51:B2B_Paid_SEO_Keyword_Scoring_Dashboard.xlsx)

[Keyword Group Scoring (multi-keyword model)](attachment:c3bd4593-8a1e-4451-b4b0-6c38fc57b563:Paid_SEO_keyword_budget_tool_for_B2B_brands.xlsx)

When to use each tool

• Single Keyword model
  • Ideal for testing new terms or auditing existing head terms
  • Produces a max CPC and a priority score per keyword
• Group Model
  • Roll up closely related terms into one concept for planning and reporting
  • Example: Group organic search optimization, technical SEO, and generative engine optimization under “Organic SEO” to assess the theme’s viability

How to use

1. Download a sheet and open in Excel or Google Sheets.
2. Replace the sample keywords with your own B2B ecommerce terms.
3. Update the input ranges with your data. Use defaults as a starting point, then refine:
   • AOV and margin from your P&L
   • Conversion rate from Google Ads or GA4
   • CPC from Keyword Planner or Auction Insights
   • Organic difficulty from your SEO toolset
   • Intent and SERP achievability based on competitive analysis
4. Review outputs:
   • Max CPC shows the highest efficient bid per keyword or group
   • Priority Score helps you rank terms for testing and budget allocation
5. Prioritize:
   • Sort by Priority Score
   • Build your paid search queue starting from the top scorers

Practical tips

• Validate assumptions periodically. As AOV, margin, or CVR shift, refresh the inputs and re-rank.