"The reactive nature of PPC is one of the keys to its success but also why it will require increased attention over coming days, weeks and possibly months."
"With increased aggression from competitors, reduced conversion rates, or a combination of the two, you could be facing a large drop in conversion volume or a spike in CPA."
"More than ever it's essential that product margin, delivery and other costs are factored into calculating return on investment."
"There will always be a trade-off between volume and efficiency through PPC and only by testing at varying targets can you work towards finding the optimal strategy."
PPC is a reactive, measurable, and scalable marketing channel that must adapt to significant changes in online behavior due to the Coronavirus pandemic. As search traffic declines and conversion rates drop, advertisers face increased competition for limited traffic. Understanding KPIs is crucial for maintaining performance. Adjusting CPA/ROAS targets may be necessary to balance volume and efficiency. Testing different targets can help find the optimal strategy during fluctuating market conditions, ensuring profitability while responding to shifts in consumer behavior.
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