Forecasting Strategies for PPC Budgets

[Chris Sherman]

Budgeting a paid search campaign can be challenging. First, you need to decide which terms to bid on, and then how aggressively you want to bid to maintain a desired position. Do you need to be #1 for all of your terms

Today's SearchDay article, Forecasting Paid Search Traffic (http://searchenginewatch.com/searchday/article.php/3485306), covers a recent Search Engine Strategies panel where a group of experts offered advice and tips on how best to optimize a paid search campaign, to get maximum results regardless of the size of your budget.

Comments welcome!

[shor]

Comments welcome!

I'll bite. A concise and clearly structured article on how and why we should optimise PPC campaigns. Excellent take-out from the panel.

This is an article that has many points I'm happy to reiterate in my ongoing struggle (battle?) to educate management on what paid search means.

- Recognise the difference between obtaining conversion vs volume
- Specify individual and different objectives for each PPC campaign (and within each campaign) while identifying corresponding metrics rather than chasing broad all-encompassing targets
- Realize the ability to forecast PPC performance instead of focusing on analysing past and current results

Definitely be forwarding the article to a few colleagues.
:cool: