HOW TO FORECAST PPC COSTS AND REVENUE

Summary from the TLDR Marketing newsletter

Forecasting pay-per-click costs and revenue is challenging due to the many variables and unforeseen factors. To achieve reasonably accurate forecasting, it’s best to start with historical ad spend and revenue metrics. From there, use Google’s Keyword Planner and Forecast tools to predict future keyword volume and costs. It’s also helpful to prepare both a “mild” and “aggressive” forecast to help others understand the potential revenue from higher spend.