When done well, forecasting can help businesses recognise the achievability of their strategies and ROI goals, especially when aligned to gathering historic data for future outcomes.
To evaluate your plans and processes effectively, your forecasting strategy needs to be top line.
Here are 10 questions we recommend you ask yourself during the forecasting process, to make sure you maximise sales opportunities and leave no stone unturned.
To maximise ROI opportunities, ensure your ad creatives are populated with relevant keywords and are linked to landing pages with relatable, high-quality content that converts.
You can also implement free ad extensions to assist this process.
This is where you could potentially make your budget stretch even further.
Regularly tweak your AdWords account and ad creatives to make sure you stay ahead of the competition and improve your QS, which will in turn improve your cost per clicks.
What are your customers searching for? Do your ads match these search terms?
Try and align these as closely as possible.
We recommend you have between two and four different ad variations in one group.
You can vary the headline copy, your CTAs, offers and promotions, and keyword choices.
Think back to basics here – do you have an action phrase? Does it actually compel people to take action? Make your CTA strong and clear to maximise ROI.
Consider your performance from the previous year. Analysing historic data will allow you to compare your performance across your different marketing channels, and work towards a new and improved strategy for increasing ROI.
Impression share makes a big difference to your campaigns and to how your budgets can increase.
Your feed can impact impressions and click-through rates without actually having to up your cost-per-click… make sure you factor this in at the point it will hit your forecast.
Discover more about how to optimise your Shopping campaigns.
Will you be driving traffic by means of different channels?
The more traffic you get to your site, the more you will have to spend on remarketing, and the different avenues this can take.
What other platforms are you considering? Have you thought about Criteo?
Implement location extensions and inventory ads to increase footfall in your bricks-and-mortar stores.
You could always transfer some of your store budget to your paid search campaign to do this.
If you’d like to find out how our Paid Search experts can maximise your ROI through best practices and a top-level review of your PPC strategies, get in touch.