By using separate KPI targets, strategies, and elements, you can experience an SEM performance that is more predictable and accurate. Even though you may have an aggregate goal, it is important to consider that each element performs differently. Keep in mind, that while you don’t ever want to stop supporting repeat customers, you also want to put forth great effort for first-time customers. Your budget should be divided between what is considered the most valuable and the least valuable for budget distribution purposes.
Key Takeaways:
- For brand loyal customers, you want to keep cost per click as low as possible.
- For those who bought once but not again, cost per action should be the KPI.
- Display and video aren’t about direct sales, they’re about building brand awareness.
“While at the other end of the spectrum, Memory Care is the lowest volume and shorter LTV duration but has the highest initial revenue in the first three years.”
Read more: https://www.searchenginejournal.com/unique-sem-kpis/452200/
