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How Will Additional Budget Amounts Effect Metrics

Discussion in 'Google AdWords' started by adsguru1212, Sep 11, 2019 at 9:10 PM.

  1. #1
    I am looking to provide an analysis on what an additional 1,000, 5,000, and 10,000 spend will have as an effect on my account and am stumped on how to calculate it all together. I pulled the last 4 months of data, set up in an excel sheet, and have added additional columns for Available Impressions, Incremental Impressions, Incremental Clicks, Incremental Cost, and Incremental Conversions.

    For example, the current account budget I am working with every month is $22,780. I want to know how metrics/performance would look if we spent $22,780, $26,780, and then $31,780 (increments of 1,000, 5,000, and 10,000) based on historical data I have from the last 4 months. I am using the following formulas currently:

    Incremental Impressions =Available Impressions * Lost IS (budget)
    Incremental Clicks =Incremental Impressions *Stable CTR
    Incremental Cost = Incremental Clicks*Stable CPC
    Incremental Conversions = Incremental Clicks *Stable Conversion Rate

    Is anyone able to help me and explain how I would determine incremental conversions, impressions, clicks, IS, etc? I am not even sure if we can calculate some of this. I know these would be total estimates but any insight into this would be extremely helpful! Thank you!

    Attached Files:

    adsguru1212, Sep 11, 2019 at 9:10 PM IP