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Tag Archives: ppc search engine advertising
Most companies have their annual plans developed for PPC search engine advertising before the current year has completed its cycle. This makes it difficult as you don’t have the full set of data for the current quarter to help with planning for the same quarter of the following year. Most companies will have specific budget allocations and specific goals to be achieved within that budget. Once a budget is established, it cannot be changed throughout the year if marketplace dynamics change, if competition increases within various terms, if competitive demand drives up PPC costs, or if conversion rates change.