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How to Forecast and Budget Your Paid Search I’d admit, for marketer, this headline is mundane. Couldn’t I have come up with a more motivating one? No and here’s why...forecasting and budgeting is essential and there is no reason to candy-coat the absolute importance of it for starting or maintaining a paid search campaign. I contend that one of the most common questions asked of us from new clients is, “What do you estimate our paid search budget will be?” As a business owner it’s crucial to know because it directly affects your financials and influences your bottom line. Likewise, as a service provider it is essential because it guides the performance metrics used to manage a profitable paid search campaign. Because is so important, let’s talk about how it’s done. First, estimating a budget for a paid search campaign is not a perfect science. There are number of universal dynamics that the data inputs required to establish a budget. They include: 1. Website conversion 2. Competition 3. Average sales value of your product/service 4. Seasonality 5. Unforeseeable Market Trends 6. Your profit margins
This article was posted on November 15, 2005
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