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Paid Search Cost Guess-timators

I often wonder how accurate the traffic and cost estimators for Google, Yahoo and MSN really are.  Do they take into effect the following FACTORS which would totally skew their estimates, such as: Keyword matching Negative keywords Quality score (which affects avg position) Seasonality Now, lets suppose you have just acquired a new SEM client and as part of the initial proposal process, you provide them with an expected volume/traffic and monthly cost estimates, as well as avg  CPC estimates for all keyword search terms per engine. How confident can you be in these numbers? The answer is you can’t. As these engines become smarter, (smarter meaning they get more and more money out of you), you need to monitor these campaigns as if it’s the last episode of the Grey’s Anatomy or something (don’t … Read entire article »

Filed under: Paid Search in General