From the course: Lead Generation: Multichannel PPC Strategy
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Estimating and projecting PPC performance
From the course: Lead Generation: Multichannel PPC Strategy
Estimating and projecting PPC performance
- [Instructor] In advance of launching ads, stakeholders often ask for productions. The truth is, it can be very hard to estimate exactly how an account will perform, because every account is so different, and there are so many factors that influence performance, including the quality and reputation of the product or service, the market fit, the website experience, the competition, external factors, available targeting options, and so many more. When predicting performance, it's always beneficial to be upfront and manage expectations. State clearly that projections are performed with the best available information, but then mileage may vary. That said, there are information sources that can help you to find a rough estimate. The first step is to get a baseline of how much traffic is available in the estimated CTR and CPCs. With Google and Bing's Keyword Planners, you can get a sense of this information, in a…
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