The next problem in predicting anticipated revenue is that it is hard to assume a CTR. As discussed last time, the possibility of additional listings for the same site within paid or local results, affects its actual position in the top ten, etc. skewing the click-through rate dramatically. Without established rankings and a track record of click-through percentages, there may be a large gap between predicted CTR and actual CTR. Simply taking an average CTR for the number one through ten results on the first page of the SERP may be the only solution for this part of the equation.
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