• alan

    How accurate do you find these numbers? So much goes into determining CPC in an active account; competition at any given time of the day, quality score etc. that we find the estimates bear little resemblance to what is actually is spent.

    Do you find this and account for it somehow?

  • Anthony Malerba

    Hi Alan. Thanks for the read! You are correct in that a number of factors can determine actual CPC’s and your overall costs. That’s why it’s important to keep that in mind when providing these estimates to your colleagues/clients, along with the fact that these tools provide estimates based off of historical data. I know it’s not the most clear answer but you just have to be able to adjust and re-allocate PPC campaign budgets, if possible, based on actual costs after launch.