In this table we present your campaign keywords and predict what the potential increase in visits might be if you can improve your current rankings to 1st, 5th or 10th. These predictions are based on empirical SERPs click-thrus and Google Adwords search volume estimates and are not intended to be specific but a good rule of thumb to help you decide which keywords are worth focusing your optimisation efforts on. N/B: Google Adwords Keyword tool can sometimes give unrealistically large estimated search volumes, so please don't focus too much on the exact predictions but look at the order of magnitude to see which keywords clearly have the largest potential relative to each other.
We can only make a reasonable prediction if your campaign keyword is already ranked in the Top 20 results; if you do not have any estimated visitor numbers for your campaign keywords it is because you do not currently rank high enough for us to make a reasonable prediction.
Example; if you rank on page 2, position 17 for a keyword and are already getting 25 visits a month through organic click-thrus then this may show that there is strong potential to get a large number of visitors to your site if you improve you rankings further.
If however, you rank 2nd for a keyword and are getting 5 visits a month, it is probably not worth optimising to try and get to number 1 (unless of course it happens to convert so well and your potential ROI is so high that you want every possible prospective customer using this keyword).