18 Feb '18, 2pm

Invest in a killer PPC campaign by using these smart budget strategies

Performance. For an existing PPC program, tying budget to performance is a key component of budget allocation. While most of your budget will ultimately be allocated to profitable campaigns and channels, strategic decisions should be made on whether to invest in “loss leaders” that can help reach goals. Seasonality. Invest in resources when the business is at its busiest. In the slower seasons, use your PPC budget to not only drive conversions but also to build brand awareness. Attribution. Use attribution data to prove the influence of PPC on conversions either cross-channel or within the channel. For instance, you might learn that certain campaigns don’t convert well, and the instinct is to turn them off. However, if they lead to conversions in other campaigns, you’ll want to allocate budget to keep the conversion path open.

Full article: https://searchengineland.com/invest-in-a-killer-ppc-campa...

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