Hello guys, first of all thanks for keeping up this forum. I have found very good advices here that I am using. I have shifted slightly my core business from just making websites to making websites + SEO lately. I would like to have a few suggestions to be able to manage PPC campaigns properly. I have acquired a overall understanding by watching a Lynda video course just as a refresher, but I would like to know more about ways to estimate traffic, CTR, and conversions... For example if you have any experience with the financial markets, there are tools, equations, to estimate the value of an option after x months, one of these is the Black-Scholes option pricing model (that proved to be faulty anyways). Of course for these things there are softwares as well so that you do not have to get crazy with integrals, limits, etc. One more thing I do not get is that when I use the keyword planner tool I can have an estimate of the cost setting the same price for every key word, but I am not able to set different bid prices for each keyword and get a more accurate estimate based on that of both traffic and cost of the campaign. I hope someone will come with some answers. I take this chance, for those who are Christians (I respect everyone), to wish you Merry Christmas and a Happy New Year.