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
