From the course: Lead Generation: Multichannel PPC Strategy
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Determining minimum viable PPC budgets per channel
From the course: Lead Generation: Multichannel PPC Strategy
Determining minimum viable PPC budgets per channel
- [Instructor] A common struggle that I see is marketers are so eager to try so many different things that they decide to throw a couple hundred dollars at each channel to try to determine what will work. The problem is, they fragment the budget too small or they're unrealistic about how much that budget should achieve, and then none of the channels really do anything, but the budget is spent, and at the end of the test, we haven't really learned anything from it. Defining minimum viable budgets will help ensure that the budget that you've earmarked for each channel or campaign is enough to get the learnings that you need in order to conclude your tests. In nearly any case, putting a few hundred dollars into each channel is going to perform worse than if the budget were allocated with a larger chunk. This is partially because the platform's bidding strategies thrive on data, and partially because even manual optimizations…
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