How do you use keyword historical data to predict future performance in Google Ads?

Using keyword historical data to predict future performance in Google Ads involves analyzing past trends, patterns, and metrics to make informed decisions about bidding strategies, ad targeting, and budget allocation. Here's a step-by-step guide on how to use keyword historical data to predict future performance in Google Ads:

1. Access historical data: Log in to your Google Ads account and navigate to the "Keywords" tab. Set the date range to include as much historical data as possible, ideally 12-24 months.

2. Analyze click-through rate (CTR): Look at the CTR for each keyword to understand how well your ads are resonating with users. Keywords with consistently high CTRs are more likely to perform well in the future.

3. Evaluate conversion rate: Examine the conversion rate for each keyword to determine which ones are driving the most valuable actions on your website. Keywords with high conversion rates are typically worth investing more in.

4. Assess cost per conversion: Calculate the cost per conversion for each keyword by dividing the total cost by the number of conversions. Keywords with lower cost per conversion are generally more efficient and profitable.

5. Identify trends and patterns: Look for trends in your data, such as seasonality, day of the week, or time of day performance. This information can help you anticipate future fluctuations and adjust your bidding strategy accordingly.

6. Compare performance across devices: Analyze how keywords perform on different devices (desktop, mobile, tablet) to identify any discrepancies or opportunities for optimization.

7. Utilize attribution models: Google Ads offers various attribution models that can help you understand the role each keyword plays in the customer journey. This information can help you allocate budget and credit more accurately.

8. Monitor quality score: Keep an eye on your keyword quality scores, as they can impact ad rankings and cost per click. Keywords with consistently high quality scores are more likely to perform well in the future.

9. Test and iterate: Continuously test new keywords, ad copy, and landing pages to optimize performance. Use historical data to inform your tests and measure the impact of changes.

10. Stay up-to-date with industry trends: Keep an eye on industry trends and changes in user behavior to ensure your keyword strategy remains relevant and effective.