Mid-funnel<\/strong><\/p>\nWe do a cyclical strategy here, kind of a \u201creset.\u201d <\/p>\n
Odds are, you\u2019re doing a max conversion or TCPA strategy, and that isn\u2019t wrong. But if you look over time, you may see CPCs rise considerably (if they aren\u2019t then keep on keeping on). If they are, and you are in a max conversion or TCPA strategy, then make a circling approach. <\/p>\n
Migrate from current strategy to manual with enhanced CPC for 7 days (no more\/no less). Then 2 weeks at max clicks. Check week two CPCs vs pre-rule changes (if they aren\u2019t lower, give it another week, if they are, then progress to the next step). <\/p>\n
After max clicks, return to max conversions for 2-3 weeks. After max conversions go to TCPA, with a CPA cap 20% higher than you started, and walk it down by 5% points every 2 weeks. <\/p>\n
Why do all this to end with the same rule as you started? <\/p>\n
Simple, CPCs rise when competition increases and\/or volume decreases. <\/p>\n
TCPA rules can stifle volume. So here, you are able to reset, throw more volume on it, and get more conversions (yes, you will take an \u201cL\u201d on their efficiency for a bit), and this allows the conversion and TCPA rules, to start operating off the higher volume, making them learn faster, and become wiser.<\/p>\n
High funnel<\/strong><\/p>\nThe reality is, that you likely don\u2019t convert all that well on the high funnel, but you can. <\/p>\n
So the key here is to split the high funnel into 2 groups:<\/p>\n
\n- First-time visitors: <\/strong>First-time visitors move to manual CPC->Max clicks->Max clicks with CPC cap. Why? Because this is the highest volume, and if your ad copy is on point, it\u2019ll do the filtering, so you want as much of these as possible, for as cheap as possible. <\/li>\n
- Repeat visitors:<\/strong> once the remarketing list is deemed substantial enough, follow the first-time visitors\u2019 approach, but replace the final step with max conversions. A CPA target will stifle volume at the top of the funnel, so the key is to move max conversions. This group shouldn\u2019t be all that high of volume, as they are more likely to filter onto mid-funnel rather than repeat.<\/li>\n<\/ul>\n