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 MoreKPIs such as Cost-per-Lead and number of leads mislead you. See why.
Still 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…
Read MorePausing ads on Fridays, resuming on Mondays -> a higher CPA during weekdays?
The client doesn’t need as many leads on weekends as they do on business days. But Facebook ads don’t allow you to set up a schedule using daily budgets.
Read MoreGoogle suggests a budget increase? See a better idea: what to do instead.
So, the action Google suggests is to raise the budget. While it’s definitely good for Google, it’s not necessarily good for your business. Here is…
Read MoreQuality Score Improvement May Reduce your Profit. What to Improve Instead.
They tell you about possible positive outcomes of a higher Quality Score, but they don’t tell you that a higher QS saves you money only in some cases, and actions you make to increase the QS may have a negative impact on your profit.
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