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.

  1. Are my keywords, landing pages and ads fully optimised?

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.

  1. How can I improve my Quality Score?

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.

  1. Are my ads aligned to my keywords?

What are your customers searching for? Do your ads match these search terms?

Try and align these as closely as possible.

  1. Do I have any ad variations?

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.

  1. How effective are my CTAs?

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.

  1. Did I achieve what I hoped I would?

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.

  1. Am I optimising my feed?

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.

  1. Am I going to spend more on PPC next year?

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.

  1. Can I branch out into other platforms?

What other platforms are you considering? Have you thought about Criteo?

  1. Have I thought about the value of my site driving in-store traffic?

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.

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About the author:

Bryony joined ClickThrough Marketing in July 2017, after more than two years working as a content writer in both the e-commerce fashion and B2B marketing industries. She writes inbound content for ClickThrough Marketing and our client base. Bryony has a Master’s Degree in Writing and is HubSpot Inbound certified. Away from the world of content, she is an avid netball player and gym bunny.