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
About the author:
Kevin Gold is CEO of Enhanced Concepts, specializing in turning
website visitors into leads or sales, co-editor of
WebSalesability.com and published writer. Get a free report, "12
Sure-fire Ways to Increase Your Website Sales" and an exclusive
5-day website conversion email course by visiting
www.enhancedconcepts.com.
