Inflation is hitting everywhere, even your ad auctions.
This year, the contributors offer guidance on navigating these increasing costs. Some note that directly seeking lower cost-per-click (CPC) prices may not be the answer.
The advice includes:
- Validate and own your campaign performance data to ensure that you have an accurate picture of expense and revenue.
- Focus on business outcomes instead of individual key performance indicators (KPIs) like CPC.
- Improve the quality of the campaigns and the value of conversions.
- Diversify your campaigns to target different intents, buyer stages, and platforms.
