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Marketing: How to strike the balance between efficiency and volume in PPC

To be efficient, or to be omnipresent? That’s the great PPC question.

For example, maybe you want your campaigns to bring the most bang for your buck, so you’re limiting ad exposure only to the safest of bets.

But does that mean you’re missing out on non-measurable, qualified traffic in the process?

The good news

it’s not one or the other. In a recent article, Jason Tabeling shared a couple of tips that should help you get the best of both worlds.

So let’s be broad, but still be efficient…

Determine how your business is operating.

Think of metrics that will drive your decisions. Is your Business profitable, are there specific seasons that you do better or worse?

Let’s say your business is highly profitable. Throwing ad money to go broader could help you acquire new customers and scale, and vice-versa.

If you’re seeing huge results during Father’s Day, that’s when you bump Volume.

Forecast at different levels.

Jason recommends accessing Google Ads’ Performance Planner tool under Tools > Settings to see where your potential opportunities are.

You can create planners for as many campaigns as you’d like and see predicted growth for whatever results you input. Then, you can adjust your budget.

Choose bidding models.

You can switch from Efficiency to volume and vice-versa, depending on your targets for different automated bidding models. For example:

  • With target CPA, the optimization will prioritize the CPA goal – going for efficiency.
  • If you choose to maximize conversions, the volume will be the primary metric.

You can shift between these models depending on your current goals.

And that’s the golden middle.

Just make sure you understand your business objectives, and it will be easier to juggle between efficiency and volume.

And yes, you can totally do both.

The post Marketing: How to strike the balance between efficiency and volume in PPC appeared first on Paminy - Information Resource for Marketing, Lifestyle, and Book Review.



This post first appeared on Paminy - Information Resource For Marketing, Lifestyle, And Book Review, please read the originial post: here

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