A successful PPC campaign will depend entirely on the business and what their KPIs for growth are.
In practice, if you are a new business entering a market where you don’t have any existing brand visibility, you may prioritise reaching as large an audience as possible over profitability.
In contrast, if you are a well established business with tight profit margins, return on ad spend (ROAS) as well as scaling the advertising budget may be more important.
Also, it’s worth considering what the marketing funnel looks like for each business. A B2B enterprise company may have lead times that last for months to years vs an e-commerce business where transactions are instantaneous. There will be vast differences when it comes to measuring performance.
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