Create a Business Case

You can use Business Case Builder to create see the future impact of your search efforts and get actionable insights into the activities that will have the most impact and present the highest traffic and revenue opportunities.

Learn more about Business Cases in the Business Case Builder article.

Create a business case

1. Click here ↗️ or Follow the path Discover > Business Case Builder.
2. Click Create a Business Case.
3. Choose Keyword Group: Choose a keyword group you want the business case to be based on. Keyword groups must have fewer than 5,000 keywords to be used in Business Case Builder.
4. How would you like to calculate your opportunity? Choose one of the options to determine how Business Case Builder calculates your potential opportunity:
   • Use one of the preconfigured scenarios listed in the menu.
   • Specify the specific rank position you want to reach for all the keywords in the keyword group.
   • Use Conductor's market analysis algorithm and select whether you want to use a conservative, moderate, or aggressive prediction model. Conservative is the default selection.
5. Enter Conversion Data: Enter your conversion metrics to let the business case calculate potential revenue.
   • Conversion rate: Enter the percentage of your traffic that converts. If you track a value-per-visit instead of a conversion rate, set this to 100.
   • Value-per-Conversion: Enter the dollar amount that you receive per conversion. If you track a value-per-visit instead of a value-per-conversion, enter your value-per-visit here.
6. Your Click Through Curve: By default, Business Case Builder uses the curve defined in the Settings area of Conductor. To specify a different curve, click Edit Curve. Any edits made affect only the curves used in business cases.
7. Your current monthly Modeled Traffic: by default, Business Case Builder uses your Modeled Traffic. Click Modify if you want to enter a different monthly traffic number.
8. Click Create Business Case.