Your Target CPA Might Be Holding You Back

Transcript

1. YOUR TARGET CPA MIGHT BE HOLDING YOU BACK #PPCLive linkedin.com/in/laurainesabreu
2. THE REAL QUESTION IS: WHEN SHOULD WE SET A TARGET CPA THAT HELPS THE BUSINESS GROW... #PPCLive linkedin.com/in/laurainesabreu
3. ...WITHOUT MISSING OUT ON VALUABLE LEADS THAT MIGHT COST A BIT MORE TO ACQUIRE? #PPCLive linkedin.com/in/laurainesabreu
4. MOST TCPAs COME FROM: HISTORICAL PERFORMANCE GOOGLE’S RECOMMENDATION WHAT THE ACCOUNT HAS “ALWAYS USED”
5. THE PROBLEM: NONE OF THE THREE ASKS WHAT A CONVERSION IS WORTH TO THE BUSINESS #PPCLive linkedin.com/in/laurainesabreu
6. THE SOLUTION: ASK SALES: How many leads become customers? ASK FINANCE: What is a customer worth? ASK THE OWNER: How much will you pay to win one?
7. SINCE 17 AUGUST: YOUR TARGET CPA IS NO LONGER A CEILING. IT’S WHERE YOU’RE HEADING #PPCLive linkedin.com/in/laurainesabreu
8. WHAT ACTUALLY CHANGED: YOU TOLD GOOGLE: UP TO £35 BEFORE: LEADS AT £20 NOW IT GETS YOU LEADS AT £35 #PPCLive linkedin.com/in/laurainesabreu
9. TARGET CPA: STEADY VOLUME (30+ CONV/MONTH) YOU KNOW WHAT A LEAD IS WORTH BUDGET HAS ROOM TO GROW
10. MAXIMIZE CONVERSIONS: NEW CAMPAIGN OR LITTLE DATA BUDGET IS THE LIMIT, YOU SPEND IT ALL YOU DON’T KNOW YOUR LEAD VALUE YET
11. BIDDING STRATEGY CHECK BUDGET: Is it left unspent most days? CPA: Up since 17 August, with no better leads? IMPRESSION SHARE: Are you losing it to rank, not budget? YOUR TARGET: Does anyone know where it came from?
12. THE FRAMEWORK: Does the target come from what a lead is worth? If no adjust Is the budget fixed and spent in full every day? If yes maximize conv. Lead values differ and the CRM tracks them? If yes value-based Target justified, budget has room, leads alike? If yes keep, write why
13. A £20 LEAD THAT NEVER ANSWERS AN EMAIL IS NOT WORTH MORE THAN AN £80 LEAD THAT BECOMES A £5,000 CUSTOMER #PPCLive linkedin.com/in/laurainesabreu
14. ABOUT ME LAURA I. ABREU FROM BARCELONA I’ve lived +6 years between Hong Kong, Bali and Australia, where I worked with big hotel and restaurant groups that required a high volume of daily leads, so I learned to get creative with PPC strategies to keep results growing. #PPCLive linkedin.com/in/laurainesabreu
15. THANK YOU #PPCLive linkedin.com/in/laurainesabreu