Post on 16-Jul-2015
Budget vs ROI
• Most marketers work with
monthly budgets for their
different marketing channels.
• In addition to this there is a KPI
(Key Performance Indicator) -
for example ROI or CPA.
• Spending more usually means
accepting lower ROI or higher
CPA.
Scenario Planning• The earlier in the month you
evaluate how to spend your
budget, the more options you will
have.
• Software based forecasting can
help you get a quick overview of
your options.
More Conversions
More
budget
Optimized options curve
Your customers go to workMost people need to be at
work around 09:00
People spend their crowded metro ride
using their devices ..
Each business
have a unique
pattern ..
Different kinds of customers
Prefer doing business
at different times
and days of the week!
Actuals Forecasted
As not all of your users convert
straight after clicking, the investment
you make on a particular day may
have a higher return that shows at a
later point when they choose to
convert.
Consider Conversion lag
Is your daily spend in line with budget?
Target spend
Unspent budget
Evaluating your plan
Factors influencing your plan
• Changes in supply / demand (for example flight tickets
available / people wanting to travel)
• Changes in competitiveness (for example discounts offered
by you or your competitors)
• Changes in ad quality or relative ad quality (if your
competitors get a better quality score, they will be able to
buy more impression share cheaper)
• Seasonality and holidays
• Incorrect forecasts
If your plan doesn’t work out.
• Go back to scenario planning.
More Conversions
More
budget
Optimized options curve
Try out Campanja Planner
• Campanja have developed an
App to be able address the
issues that we see for AdWords
in 2015.
• Feel free to try it out, forecasting
and scenarios is free.
• Only pay if you enable bidding.
• Download on Google Play!
Learn more about Campanja
• http://www.slideshare.net/campanja/highfrequency-bidding-explained
• http://campanja.com/
• https://www.facebook.com/Campanja