How to Determine a Bidding Strategy for Different Types of Ads

Hubspot

Value Optimization with Minimum Return on Ad Spend (ROAS). If you're using ROAS as the primary metric of success, this is a good option. This bid strategy will focus the campaign on the bottom line, so you get the most opportunities while maintaining a minimum ROAS. Target ROAS.

ROAS 65

A Guide to Google AdWords Paid Search Bidding Strategies

NuSpark

Target CPA (cost-per-acquisition). If you want to optimize for conversions, you can use Target CPA to help increase conversions while targeting a specific cost-per-acquisition (CPA). Target ROAS (return-on-ad-spend): If you want to optimize for the value of a conversion, use Target ROAS to help increase conversion value while targeting a specific return-on-ad-spend (ROAS).

7 Key Metrics to Help You Analyze Your Facebook Ad Results

Magisto

Return On Ad Spent (ROAS). Cost Per Action (CPA). #1 2 Return On Ad Spent (ROAS). Of course, if you are advertising your brand or just raising awareness, you may not have ROAS of a 100% or more. And that’s what ROAS is for most marketers. 7 Cost Per Action (CPA).

ROAS 52

choozlechat: Learning from your holiday marketing strategies with Megan Dyer

Choozle

MD: It’s important to keep the cost per acquisition (CPA), return on ad spend (ROAS), and a customer’s average lifetime value in mind. This means it’s possible that the CPA may end up being way more cost effective than at other times of the year. Kate Marshall, Marketing & Communications Manager, Choozle: It seems like holiday marketing strategies always get pushed to the last minute —especially since time is such a precious resource in Q4.

CPA 67

choozlechat: programmatic for brands with Mack Leahy, AKIRA

Choozle

Mackenzie Leahy, Senior Acquisition Marketing Manager, AKIRA : Hair Tie. Understanding that acquisition and retargeting campaigns work together—but are very different tactics in all platforms—really helps us to know how to go about planning budgets and creative. ML: For an overall business strategy, we always tie this back to return on ad spend (ROAS). At a campaign level, acquisition campaigns are where we really look to cast the net and hit as many people as possible.

Brand 50

5 Facebook Ads Trends You Can’t Ignore in 2020

Single Grain

Facebook’s own testing of this ad type found an average of 34% improvement in incremental ROAS, 10% improvement in lift, and 6% lower cost per incremental purchase compared to carousel-only ads. Ads without buttons result in fewer leads and a higher cost of acquisition.

Ads 98

3 digital marketing KPIs to tie back to your business goals

Choozle

Measurement: CPA. CPA, or cost-per-acquisition , is a digital advertising measurement that will tell you how many conversions your campaign has gained. In e-commerce, the CPA will—more than likely—represent a dollar amount that you can tie directly into sales, but here we’ll relate it more to B2B and receiving qualified leads. Measurement: ROAS for retargeting campaigns.

CPA 43

Pay-Per-Click (PPC) Advertising Part 3 – Everything Else You Need to Know

Go Beyond SEO

Smart Bidding strategies: Target CPA (cost per acquisition): Target CPA sets bids with the goal of getting the most conversions possible while reaching your average cost-per-acquisition (CPA) goal. The ROAS formula is: Conversion value/ ad spend x 100%.

PPC 101

Manual Bidding is Inefficient: Why You Need Automation for Paid Search Optimization

QuanticMind

Improve Your CPA. Instead, you receive the best margins for each conversion, improving your cost per acquisition (CPA) immensely. Some strategies include: Enhanced Cost Per Click (eCPC) Maximize Conversions Target CPA Target ROAS. By analyzing historical performance data and the competitive bid landscape, automation technology could discover that actually increasing bids for more low converting keywords brings better ROAS than your original strategy.

ROAS 40

choozlechat: programmatic for brands with Mack Leahy, AKIRA

Choozle

Mackenzie Leahy, Senior Acquisition Marketing Manager, AKIRA : Hair Tie. Understanding that acquisition and retargeting campaigns work together—but are very different tactics in all platforms—really helps us to know how to go about planning budgets and creative. ML: For an overall business strategy, we always tie this back to return on ad spend (ROAS). At a campaign level, acquisition campaigns are where we really look to cast the net and hit as many people as possible.

ROAS 40

The ‘3 R’s of PPC’ — AKA The Last PPC Audit Guide You’ll Ever Need

DAGMAR Marketing

Your options to manage and measure this aspect of the prospect journey included these controls, conversion types and metrics: Landing pages Conversion types Conversion tracking Call tracking from ads Call tracking from pages Tracking messages & chats Click-Through-Rate Conversions & Conversion rates Cost-per-conversion, return-on-ad-spend (ROAS). What time of day do you get the most conversions at the best CPA?

PPC 65

UTM Parameters: Why and How They REALLY Help You

Optinmonster

Gives you valuable metrics to calculate things like cost-per-click (CPC), return on ad investment (ROAS), cost-per-acquisition (CPA), and much more. Then you can head over to your Google Analytics account and go to Acquisition » Campaigns » All Campaigns. Do you ever sit back, look at your traffic in Google Analytics, and wonder: “Wait a minute. Where’s this traffic coming from?”.

Help 72

Google Ads: The Definitive Guide (2018 Update)

SendX

Target CPA: This little dude optimizes your bids to get maximum conversions based on previous behaviour. When you’ve got over 30 conversions in 30 days, you can use this Bidding to further optimize your bid for Acquisitions. Target ROAS: ROAS = Return on Ad Spend. This strategy will help you in getting the maximum ROAS, closer to your goal. If you want the maximum ROAS from your ads, go long. And a target CPA.

Ads 163

5 Simple Steps to Develop an Effective PPC Strategy

QuanticMind

Cost per acquisition (CPA): This can indicate how competitive your keyword is, and whether it’s worthwhile to invest in it given the profit margin from conversions. Over time you’ll identify what elements of your strategy deserve the most investment to improve your ROAS.

PPC 65

Pay-Per-Click (PPC) Advertising Part 3 – Everything Else You Need to Know

Go Beyond SEO

Smart Bidding strategies: Target CPA (cost per acquisition): Target CPA sets bids with the goal of getting the most conversions possible while reaching your average cost-per-acquisition (CPA) goal. Target ROAS (return on ad spend): Target ROAS aims to maximize revenue or conversion value based on the target return on ad spend you set. The ROAS formula is: Conversion value/ ad spend x 100%.

PPC 60

Pay-Per-Click (PPC) Advertising Part 3 – Everything Else You Need to Know

Go Beyond SEO

Smart Bidding strategies: Target CPA (cost per acquisition): Target CPA sets bids with the goal of getting the most conversions possible while reaching your average cost-per-acquisition (CPA) goal. Target ROAS (return on ad spend): Target ROAS aims to maximize revenue or conversion value based on the target return on ad spend you set. The ROAS formula is: Conversion value/ ad spend x 100%.

PPC 60

4 common COVID business scenarios and how to manage them to prepare for recovery

Ledger Bennett

Focus on high ROAS campaigns – maintain investment in high performing direct activity, like search. Balance investment scale back with no loss to lead volume (market CPA reduction results in no decrease in leads). Acquisition growth – maximise non-brand keyword universe, competitor campaigns and test broadly targeted strategies.

ROAS 40

Growing a Bootstrapped SaaS With Minimum Marketing Budget

Whale Pages

As time has gone on, what have proven to be your 3 best customer acquisition channels? What have been your three worst customer acquisition channels? CPC, CPA, ROAS etc). For any marketers who are unsure of what acquisition channels to look into, this provides a great intro to the different channels and how to find the best 1-3 that work for your business. Growing a Bootstrapped SaaS Business with Minimum Marketing Spend.

A Detailed Guide to Building a B2B PPC Report

Directive Agency

Obviously, the overall goal is to increase revenue and see a positive ROAS from your ad campaigns, but you can have different “mini-goals” to help hit the overall goal of growing revenue. Lower Cost per Acquisition (CPA).

PPC 69

Top 10 PPC Trends for 2020

Valasys

According to a report by Quartz cutting down on the traffic acquisition costs (TAC) has always been a challenge for businesses. The device-specific performance targets can be set up for mobile desktop as well as a tablet with Target CPA bidding.

PPC 60

6 Google Ads Trends You Can’t Ignore in 2020

Single Grain

Smart Bidding works for a number of PPC goals, including: Target CPA : Generate new leads and customers for your desired cost per acquisition. Target ROAS : Get the best return on investment (ROI) on your spend. Let’s face it: getting organic traffic to your website is hard.

Ads 86

The Rise of Automated Bidding

QuanticMind

These are all tangible goals that weren’t as directly related to CPC as they needed to be, and were more appropriate to gauge against something like cost-per-acquisition (CPA) or even return on advertising spend (ROAS). Once you set a target cost-per-acquisition, your CPC will be adjusted automatically every time a particular ad is eligible for auction. Optimize your cost-per-acquisition. Optimize your return on ad spend, or ROAS.

10 PPC Trends You Can’t Ignore in 2020

Single Grain

Set bids to get as many conversions as possible at a set target CPA. Smart Bidding works for a number of PPC goals, including: Target CPA : Generate new leads and customers for your desired cost per acquisition. Target ROAS : Get the best return on investment (ROI) on your spend.

PPC 81

3 Key Takeaways from IAB Direct Brand Summit

Outbrain

More recently, we’ve seen a shift beyond acquisition, to true partnership and collaboration — a hot topic at the Direct Brand Summit as we gained inside looks to three disrupting duos: Mattress Firm and Purple. As the comfort settled in over the years, the convenience of online shopping followed, placing customer acquisition at the forefront, as challenger brands looked to scale quickly and raise their next rounds of funding.

Simplify Your PPC Campaigns: How to Focus on Efficiency in SEM Account Maintenance

QuanticMind

If you focus on conversions, you’ll leverage a cost-per-acquisition (CPA) model, and you’ll need to set up conversion tracking so you can define the kind of on-site actions you want visitors to perform. Despite the abundance of optimization and automation features at your disposal, creating efficient campaigns that maximise your return on ad spend (ROAS) still represents a major hurdle for marketers.

SEM 40

The Ultimate Guide to PPC

Hubspot

This means more clicks and a greater chance of conversion.” - Laura Mittelmann, Paid Acquisition at HubSpot. There are other types of cost-per s … like cost-per-engagement, cost-per-acquisition (CPA), but for the sake of preserving your mental space, we’re going to stick with clicks, a.k.a. Return on ad spend (ROAS) is the ROI of your ad campaign. Marketers, can we be honest with each other for a second?

PPC 56

41 Execs Discuss Key B2B Marketing Metrics to Watch in 2018

SnapApp

8: Customer Acquisition Cost (CAC). . Cost of Customer Acquisition (COCA) – When determining the effectiveness of paid Search, Display, Social Media Campaigns etc. Customer Acquisition Cost (CAC). CAC is calculated by dividing the cumulative costs spent in the customer acquisition process by the actual number of the customers acquired. Acquisition Cost. Cost-per-acquisition (CPA, ideally under target $). ROAS (booked revenue/media fees).

CPL 87

25 Case Study Examples Every Marketer Should See

Hubspot

Sure, you can tell potential customers your marketing team is the best at running YouTube campaigns or effectively increasing a website's cost-per-acquisition (CPA), but until you offer examples, they're going to have a hard time believing you.

42 Digital Marketing Trends You Can’t Ignore in 2020

Single Grain

This automation is much more efficient and fast, which means higher conversions and lower customer acquisition costs. Why You Should Use Multiple Channels to Maximize Your Customer Acquisition. UPDATED FOR 2020!

Trends 114

SMX East 2017 Day 1 – Online-to-Offline, Shopping, Display

QuanticMind

A recent case study showed one merchant recorded +71% clickthrough rate (CTR), +76% conversion rate (CVR) and +22% return on ad spend (ROAS). Uncapped budgets lead to cheaper CPCs and more clicks, which drive higher CVR at lower CPA. It’s recommended that this targeting type be combined with other targeting types for those with CPA or budget goals. Therefore, they aren’t ideal for campaigns with strict CPA goals.

Digital Future: Predictive Advertising, Chapter 2 – The 9 Biggest Challenges in Marketing Technology at a Glance

QuanticMind

The advertisers who come out ahead will be the ones using the most effective algorithms to fine-tune their acquisition, engagement and retention strategies. The change in workflow replaced the company’s existing bid management strategy with the ability to react quickly to market changes and maximize return on advertising spend (ROAS).

ROAS 40