“We’re getting $2 back for every $1 spent on ads. ROAS is 200%!” That’s what your traffic contractor proudly reports. But when you check your…
Read MoreThe moment we taught Google to find the right leads — and doubled revenue
Once, a client came to me: “The leads are okay, but most of them either buy single items or ask about cheaper alternatives. We’re profitable…
Read MoreYou’re probably overpaying for your results — and losing money in ways you can’t see.
Here’s what your paid traffic contractor might tell you: “We’re hitting 300% ROAS. That’s optimal. If we lower bids, we’ll lose volume.” Sounds safe. Logical….
Read MoreKPIs such as Cost-per-Lead and number of leads mislead you. See why.
When you set goals for your paid traffic contractor, think about how these goals affect your profits. Simply aiming to get more leads within a…
Read MoreStill sending users to catalog pages? These 2 tactics have much higher ROI.
A user searches for “running shoes”. They send them to a page with a zillion of running shoes. A user searched for “hotel for vacation…
Read MoreAn easy way to tell the quality of your leads
Does this sound familiar: Leads from Facebook are weak, let’s cut this channel, I don’t believe leads from GDN, YouTube, Discovery ads can convert to…
Read MoreWhat to do if your yesterday’s CPA was way too high?
This is the data I observed the day before yesterday in one of my campaigns. $160 per lead while the target CPA of groups in it is from $8 to $18. Way too high! So, here is my protocol for reacting to such situations.
Read MoreWhat % of your audience you can reach via Facebook retargeting nowadays
Recent case study’s results Campaign objective: Reach Placements: Facebook, Instagram Frequency cap: 3 impressions every 7 days Test duration: 7 weeks Audience retention: last 90…
Read More[Example] Why you shouldn’t bother with Lookalike audiences these days
A few years ago having a database of customers’ contacts for creating lookalike audiences gave an edge in running ads. It gave a much better…
Read MoreReduce bids or pause completely?
Right after the main holidays, most advertisers anticipate a huge drop in conversion rate, usually for 2-3 weeks. So, they have to decide: should they…
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