Predict Your PPC Future by Measuring Last Year’s Data
I’m a fan of testing & measuring results. Many of us get caught up in measuring results for bid changes or testing purposes.
However, what if you were measuring to predict the future?
Understanding what is going to happen in search or your PPC account allows you the time to make changes so when the traffic starts to change – you’re not just ready – you’re beating the competition because you’re the only one ready.
It’s simple to figure out; but it takes a bit of work.
My latest Search Engine Land column, Beat the Competition by Anticipating Traffic Changes teaches you how to measure and anticipate PPC changes.
Note: PPCHero responded to the article with How Do You Anticipate PPC Traffic Changes if You Have No Account History? Good follow-up points.