You will need to look at other important indicators like the demographic scores, leads scores, marketing qualified leads, and pipeline that each campaign is generating. 2. Don’t Allocate Budget Based Off CPA B2B keywords can be a lot more expensive than B2C keywords. For example, a keyword like marketing automation or marketing software can cost you anywhere from $35–$70 per click. Based on the high cost-per-acquisition (CPA) of some keywords, it might seem like a good idea to reduce your costs by pausing or reducing keywords that are expensive and investing in others that are cheaper. However, if the expensive keywords are the ones that are bringing in the sales (not just conversions), you need to make sure that you continue to invest in those keywords.
Again, don’ let the front-end conversions like form-fills and CPA guide your decisions. You need to look at how much you can afford to spend on the keywords that are driving closed-won deals and base your CPA thresholds on those numbers. Instead, start thinking in terms of cost per opportunity or closed deals. This will give you the true ROI Italy Phone Number List of your PPC campaigns so you can understand how to best allocate your budget moving forward to drive opportunities and sales, not just conversions. 3. Dig into Historical Data to Determine Your Conversion Rate Take a look at your previous PPC campaigns to map the conversion rate from leads generated to opportunities generated.
The conversion rate is extremely important because it helps you determine how many leads you need to generate upfront to generate X number of sales opportunities. Since there are drop-offs at each stage, this number will help you better estimate how many leads you need to generate from each PPC campaign. For example, if you generate 2000 conversions, there might be a 20% drop off from leads to targets (i.e. new names), leaving you with 1600 leads—of which 40% of might actually be marketing qualified leads.