The document compares managing cost-per-acquisition (CPA) goals at the keyword (KW) level versus the portfolio level. At the KW level, marketers may turn off underperforming keywords that do not meet CPA targets, missing opportunities. The portfolio approach allows high-performing keywords to offset those above CPA goals, maximizing conversions while meeting overall CPA goals. An example shows a marketer getting more conversions using the portfolio method by allocating bids across keywords efficiently.
CPA.com CEO, Erik Asgeirsson, will provide his annual update on the state of today’s digital firm. Specifically, Asgeirsson will share his perspective on what firms need to do in order to remain relevant in the coming year. He will also provide insight on the key innovations he sees occurring across the different practice areas from new business models, to advances in regulation, to growth strategies driving success. Aligning with this year’s conference theme, Asgeirsson will also introduce ways that firms can truly take the lead while transforming into a Digital CPA.
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CPA.com CEO, Erik Asgeirsson, will provide his annual update on the state of today’s digital firm. Specifically, Asgeirsson will share his perspective on what firms need to do in order to remain relevant in the coming year. He will also provide insight on the key innovations he sees occurring across the different practice areas from new business models, to advances in regulation, to growth strategies driving success. Aligning with this year’s conference theme, Asgeirsson will also introduce ways that firms can truly take the lead while transforming into a Digital CPA.
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Join our expert, Mark Irvine as he walks you through the 6 Fundamental Skills every advertiser will need in order to start profiting from this type of marketing.
You'll learn how to:
- Use keyword managment strategies to attract the most valuable traffic to your site
- Adjust bids to ensure you're only spending budget on relevant searches
- Target your ideal audience with the appropriate messaging
Pave Your Path to Paid Search Success - 6 Fundamental Skills Every Advertiser...Mark Irvine
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- And so much more!
Watch this webinar today and learn a successful bidding strategy that will help you beat your AdWords competition once and for all.
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Managing millions in PPC ad spend allows for some interesting results. Knowing which combination of PPC placements, offers, ads and more that work best, will help you get the right people into the right parts of your conversion funnel. Plateauing your PPC performance is a fairytale, and Johnathan will show you how to keep getting more and more ROI from your PPC efforts.
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When it comes to setting bids in AdWords, you have more options than you may realize: manual CPC, enhanced CPC, automated rules, AdWords scripts, bid simulator, bid adjustments, smart bidding with target CPA or target ROAS and of course automated bidding with 3rd party solutions.
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- Why great bids can’t fix a lousy campaign
- What it means to be truly profit-driven when it comes to bidding (less than 10% of advertisers work this way)
- When it’s best to use each of the mentioned bidding options, based on a new framework for bidding in AdWords
Bidding is a major part of paid search and will ultimately determine your success - however, it's also one of the more difficult parts of managing your AdWords campaigns. Learn best practices and tricks to managing your bidding strategies!
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This presentation will show you what is cpv bidding and how to create a video ad campaign using cpv bid.Just follow all the steps carefully and you will create a successful video campaign yourself.
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This ebook contains the techniques we use when implementing and managing our clients campaigns and the secrets of how we can achieve a minimum of 20% reduction in costs (either cost per click or cost per conversion).
Part A includes a step by step guide on how to open your Google account.
Beating the competition at the AdWords bidding game is not an easy task. Many advertisers choose to automate bids using Google AdWords or a dedicated third-party tool, BUT neither option is a perfect fit for everyone. So what's the best bid strategy for you?
In this on demand customer webinar, WordStream's PPC experts will guide you through how they think about bidding, and how you can apply our strategies to your own campaigns. We'll share actionable advice to help you conquer AdWords bidding! You'll learn:
- How to crush your AdWords competition & save money
- Signs & signals used to adjust your bids
- And so much more!
Watch this webinar today and learn a successful bidding strategy that will help you beat your AdWords competition once and for all.
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How much should we spend on an ad? How do we best adjust our budget? How do we optimize our bids? What are flexible bidding strategies? These are all questions all PPC advertisers face, Let’s check Pros and Cons of different kind of Bid strategies. So, ones again I want to tell you it’s completely on you what kind of conversion and what kind of business you have some time Enhanced CPC is more important to get adjust your manual bid and a little bid we use Enhanced CPC for Bosting your Campaign. this is just a normal example-
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1. Portfolio v.s. KW Level
Each marketer should have a goal CPA. At a given CPA level, there are multiple outcomes that can achieve your CPA
goals. So how does a marketer choose the right method? Many marketers look at CPA at the KW level. If a KW is not
achieving its CPA goal, the marketer tends to bid down or turn off these KW’s. What is the opportunity cost of managing
CPA at the KW level v.s. the Portfolio level (campaign or account)?
Example: The marketer bids on 2 different KW’s
Goal: Maximize Conversions at or below CPA of $15
KW: Shoes
Position Clicks CPC Cost Conversions CPA
1 200 $1.50 $300.00 20 $15
2 150 $1.00 $150.00 15 $10
KW: Jeans
Position Clicks CPC Cost Conversions CPA
1 300 $1.75 $525.00 30 $17.50
2 200 $1.50 $300.00 20 $15
KW Level Approach
The marketer chooses to bid on KW’s based on their CPA goals, not allowing them to exceed $15. Based on this
approach, they choose:
KW: Shoes
Position Clicks CPC Cost Conversions CPA
1 200 $1.50 $300.00 20 $15
KW: Jeans
Position Clicks CPC Cost Conversions CPA
2 200 $1.50 $300.00 20 $15
CPA $15
Conversions: 40
In this approach, the marketer would be satisfied because they were able to achieve their CPA goal of $15 and
generated 40 conversions. However, this method does not take into account the opportunity costs of other methods.
i.e. portfolio approach.
Dao, A. (2012). Portfolio v.s. KW Level.
2. Portfolio v.s. KW Level
Portfolio Approach
The marketer chooses to bid on KW’s based on overall portfolio CPA, allowing KW’s to go below or above CPA so long as
the campaign or account achieves its CPA goal.
KW: Shoes
Position Clicks CPC Cost Conversions CPA
2 150 $1.00 $150.00 15 $10
KW: Jeans
Position Clicks CPC Cost Conversions CPA
1 300 $2.00 $525.00 30 $17.50
CPA $15
Conversions: 45
In this example, the marketer not only achieved its CPA goal of $15 but they also generated 45 conversions.
How come the portfolio approach generated more conversions? Below are all 4 possible outcomes the marketer could
have chosen:
KW Shoes KW Jeans Total Total
Position Position Cost Conversions CPA
1 1 $825 50 $17
1 2 $600 40 $15
2 1 $675 45 $15
2 2 $450 35 $13
Based on the outcomes, there are 3 outcomes that achieve the CPA goal of $15 or below. It is apparent that the
highlighted choice maximizes the number of conversions at the given CPA goal.
Conclusion
The portfolio approach allows you to use the efficiencies of high performing KW’s to get more volume from other KW’s
that are above your CPA goal. With this method, you are able to achieve your overall CPA goals and maximize the
number of conversions at the same time.
Dao, A. (2012). Portfolio v.s. KW Level.