How do you make a media plan for the context and predict the budget?

Question

contextual advertising

The task is to quickly and accurately estimate the budget for contextual advertising in Yandex and Google.
For example:
- 3 regions
- 45 key phrases.
Search only.
It is necessary to estimate the predicted number of clicks, cost, and total budget for each phrase, for example, for position 2.
It is clear that the CTR is different, but suppose it is static and will be 7-9%.
What do you use to create a media plan? How do you forecast the budget before starting work?
I used to always use a test budget, but the task arose to draw up a media plan.

Answer 1

In Yandex, everything is simple: Budget forecast .
All agencies work on it. At the same time, it should be borne in mind that the more phrases and the fewer low-frequency ones among them, the more accurate the final figure of the sentence will be.
Google is more difficult. There are three options:
1. Keyword Planner
Similar to Yandex. Gives numbers on the number of clicks, CTR, cost per click and average position. In a normal form earned not so long ago. The accuracy is average.
2. You can take the Yandex budget and divide by 1.3-1.5. The number of impressions is the same. CTR is 1-2% lower than in Yandex. Based on this, calculate the number of clicks and their cost.
That's how they used to work. But the accuracy jumps a lot depending on the subject. And the popularity of Google has grown a lot since then.
3. Take figures from the statistics of similar projects. Accordingly, the closer the subject of the old project and its requests to the new one, the more accurate the forecast can be.

Answer 2

excel + statistics / experience
, you can’t guess where they want to play with you,
so two numbers are optimistic and pessimistic, or three - real on statistical data