Portfolio Bidding: A Breakdown of the PPC Bid Optimization Technique


Two, it executes in a way that optimizes toward (and hopefully achieves) your goal in aggregate across the group. So by way of example, let’s say you want your keyword group to maintain 220% ROAS while maximizing revenue. The portfolio bidding algorithms would use data from clicks and conversions to bid up the more valuable keywords that drive revenue while simultaneously bidding down other keywords to stay within the ROAS limit.

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Social Media Attribution: How to Get Started

Buffer Social

So how can you know which of those touchpoints deserves credit for the sale? There are related terms here too like ROAS, which stands for Return on Ad Spend. Essentially, first-touch attribution gives full attribution credit to a person’s very first interaction with the brand, regardless of how many touchpoints occurred after the fact. The very last touchpoint gets full credit.

41 Execs Discuss Key B2B Marketing Metrics to Watch in 2018


This is amplified in the B2B marketing arena where longer sales cycles and multiple touchpoints across a range of different channels make KPI selection and attribution much more complex. . Although it's an aggregate metric, it's critical. Each marketing touchpoint through any attributable channel can help sales drive a opportunity closer to a win. ROAS (booked revenue/media fees). . “In God we trust. All others must bring data.” – W. Edwards Deming. .

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