Estimated Ad Spend is an estimation pulled from SpyFu that takes the search data from the previous month, all of the paid keywords for your website, and a click-through rate curve to estimate the total monthly ad spend budget for your website.

This is not an absolute metric; however, since the method of calculation is consistent across all domains, it is a valuable comparison method for your website and your competitors’ websites.

With Pulse, you are able to compare your monthly ad spend to your competitors and determine exactly what kinds of budgets they have in comparison to yours. We suggest utilizing this metric in unison with paid keywords and estimated monthly PPC clicks to pull insights on your competitors' PPC performance.

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