In a recent development, Google has made the decision to discontinue its keyword forecasting feature for both keywords and ad groups. This decision comes as a surprise to many advertisers and has raised concerns regarding the impact it may have on their PPC campaigns.
Historically, Google’s Keyword Planner has been a valuable tool for advertisers looking to gauge the potential performance of their keywords and ad groups. By providing insights into search volume, competition, and estimated bid ranges, it has helped advertisers make informed decisions when planning their campaigns.
However, Google has now decided to retire this feature, leaving advertisers without a reliable method for forecasting keyword performance. This move has prompted speculation and worry among advertisers who heavily rely on this tool to optimise their campaigns and set realistic expectations.
The lack of keyword forecasting capabilities will undoubtedly pose challenges for advertisers. Accurate forecasting is crucial for budget planning, bid optimisation, and overall campaign performance. Without a clear understanding of keyword trends and potential traffic, advertisers may struggle to allocate their budgets effectively, resulting in wasted resources and underperforming campaigns.
While Google has not provided a specific reason for this retirement, industry experts speculate that it may be due to privacy concerns or a shift in Google’s advertising strategy. Regardless of the motive behind this decision, advertisers must adapt to this change and find alternative methods for forecasting keyword performance.
Third-party Tools
One possible solution is to explore third-party tools and platforms that offer similar forecasting capabilities. These tools can provide valuable insights into keyword trends, search volume, and competition levels. Advertisers can leverage these insights to make informed decisions when creating and optimising their campaigns.
Another approach is to rely on historical campaign data to project future performance. By analysing past campaign performance, advertisers can identify patterns and trends that can guide their decision-making process. While this method may not provide the same level of accuracy as keyword forecasting, it can still offer valuable insights to inform campaign strategies.
Google’s retirement of keyword forecasting for keywords and ad groups presents a significant challenge for advertisers. The loss of this tool means that advertisers must find alternative methods for forecasting keyword performance and setting realistic expectations. Exploring third-party tools and leveraging historical campaign data are potential strategies to overcome this obstacle. Advertisers must adapt and evolve to ensure the continued success of their PPC campaigns in this changing landscape.