This content discusses how to provide accurate spend projections in PPC account management. It emphasizes the importance of understanding the audience and their goals in order to align on key performance indicators (KPIs). The article also highlights the variables to consider when creating spend projections and suggests using references from past campaigns or account history for benchmarking. The content concludes by emphasizing the value of effective communication and strategic thinking in delivering accurate projections.

source: A guide to effective PPC projections