Using Dynamic Search Ad Campaigns for Effective Keyword Mining
Learn about leveraging Dynamic Search Ad campaigns for keyword research and stop missing out on new keyword opportunities!
To start off our September PPC Hero series on how to use Excel for that next level of PPC super performance, I decided to do just that: start from the beginning! Is there a way to determine possible account performance before opening up the floodgates and turning your account on? We got this question via our Twitter account last month and the short answer is yes…and you can do it using Excel and a few simple formulas. The long answer is…well you’ll see.
First, I want to say that the following strategy is one I use to determine what I might be able to expect from a new account and I’m sure other account managers have various methods that differ from mine. What’s important is getting some kind of baseline data to look at and see if you’ll be getting anywhere close to your goals using the paid search medium, be it traffic or budget. As long as the method you’re using gets you some educated data to mull over, mission accomplished.
The last disclaimer I’m putting on this post is that the driving term here is ‘estimate.’ I never forward this information on to clients or our agency teams with a guarantee or notion of “we’ll provide you X leads and get you a Y CPL.” Never ever. All of these numbers must be qualified by the fact that they are estimates, with some assumed metrics applied in order to get some ballpark figures.
The overall point is that we’re making some educated guesses when estimating performance of an account before it goes live. Now that we’ve had that little chat…let’s dive in to the process!
As I said at the very beginning, this is most definitely not the only way to get information about how your account could perform or what kind of reach/budget you might be looking at. If some of our readers have other methods, I encourage you to share them below! Take a couple different routes if you can, and average out what you find with a different method and this one. Have something interesting that happened to you in regards to running similar pre-launch estimations and finding out the actual performance varied greatly? Share you thoughts and ideas in the comments section below and also be sure to stay tuned the rest of this week for the remaining four posts on how to use Excel to your PPC benefit!
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