03 Nov '17, 12pm

How to Avoid Common Paid Search Forecasting Pitfalls by @digital_future

How to Avoid Common Paid Search Forecasting Pitfalls by @digital_future

With 2018 around the corner, planning is in full swing for next year’s strategies and budgets. It’s a good opportunity to review what elements to keep in mind when developing your projections. 1. Current Trends Aren’t Always a Good Predictor of Future Trends Many forecasting approaches are based on some modification of what is currently being done. One may take a paid search campaign, look at how its traffic has grown over the year, and project a similar rate for the near future. Even if accounting for improvements due to keyword optimizations, copy testing, and similar steps that would change increase efficiency, it is misleading to assume a similar overall trend without considering broader demand factors. It is worth reconsidering what may affect overall traffic to begin with and if the nature of the traffic itself might change. 2. Look to Non-Digital Insights to Guide Y...

Full article: https://www.searchenginejournal.com/ppc-forecasting-pitfa...

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