Tag
#budget
2 articles tagged #budget.
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SEM Forecasting: Modeling Spend, Clicks, and Revenue
How to build SEM forecasts that don't fall apart — historical baseline, growth assumptions, channel-specific modeling, seasonality, and the discipline of forecast accountability.
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Branded vs Non-Branded Keywords: How to Allocate Budget
How to allocate budget between branded and non-branded keywords — the incrementality question, ROAS distortion, defensive vs. offensive plays, and brand-stage frameworks.
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