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Search terms report data shows that people who click on ads promoting your prescription glasses were searching for terms like 'wine glasses' and 'drinking glasses'. Which might you add as negative keywords to prevent your ads from appearing on such searches?
Your client's product costs £50 to produce and it sells for £150. They've sold 10 units and spent £700 on their AdWords campaign. How would you calculate their return on investment (ROI) to help them understand the benefit of using AdWords?
Executives at a small e-commerce company are debating AdWords performance metrics. If the budget is unlimited as long as return on investment (ROI) is positive, which recommendation best positions the company for maximum profit?
Answer
Ad spend should always be 7% of revenue, which should be used as the target ROI.
The company's email campaigns are the most profitable, with a cost per acquisition of £15, so it should use that as a benchmark when setting target cost-per-acquisition (CPA) bids.
Determine whether the campaigns are profitable, then test different target cost-per-acquisition (CPA) bid increases to see which maximises total profit.
Decrease the target cost per acquisition (CPA) for the campaigns from £15 to £10 to drive an increase in profit per customer.