01 Apr '13, 6pm

How To Manage PPC Closely To A Budget

How To Manage PPC Closely To A Budget

A few weeks ago, at SMX West in San Jose, George Michie of RKG, was talking about the challenges of managing enterprise-level PPC campaigns, and he made the interesting observation that you can either manage to ROI or to budgets, but not both at the same time. The context of George’s remarks was setting expectations with client C-Level executives and educating them about what is and what is not possible with online marketing campaigns. Maximizing PPC ad spend and managing to best ROI are usually conflicting goals. ROI Targeting Differs From Budget Targeting The reason these two goals are generally incompatible is that ROI targeting takes the dynamics of the auction into account and lets the ROI dictate the amount of ad spend. Spend rises and falls based on your ability to deliver profitable results. When you are told you must spend to a specific budget, your budget actuall...

Full article: http://searchengineland.com/how-to-manage-ppc-closely-to-...

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