When planning your business you need a good idea of the number of sales that are going to be generated by each channel. Our search forecasting module estimates the overall market size for specific products and terms, and forecasts it using economic drivers.
The models can be used to estimate sales by organic & paid search, but it can also often predict other marketing channels such as lead generators, social media or general response.
Search Forecasting Model
The core model forecasts the overall search market using economic drivers:
We can validate the accuracy of the model by looking backwards, and forecast it forward to estimate future search sizes.
How do we use the models
Knowing the search size can support:
- Enhanced channel level predictions of PPC and SEO
- How changing PPC budgets will fair given the search conditions
- Forecasting other channels or overall activity
How we compare to other methods
Most search forecasts are based on Google Search Console or the Google Ads Keyword planner.
However these have significant challenges:
- Neither represent the whole search market
- The planning tool does not trend well it is based on a sample
- All reports are skewed by your own activity
- Changes to google, like expanded content can impact impression volumes
Our results
The performance of models can be easily validated and compared to actual.
In the case below we didn’t believe our clients forecast was accurate, we provided our own and then compared results of what actually happened:
Our forecasts were more accurate in 5 out of 5 product lines!
Other tools
As well as search forecasting we help provide a range of search related insights:
- Search conversion modelling
- Attribution
- Brand impact on search
- PPC SEO cannibalisation
Get in touch
If you would like to find out more about search forecasting or planning please get in touch:
