Google Profit Playbook on Search Marketing.
They say people make the Perfect be the enemy of the Good. I can see why when today marketers are faced with challenges like how do you shift from CPA driven programs to profit-based KPIs?
Well the first step is to say yes. Say yes to:
- growing the business (your current customer base)
- investing in building long-term relationships (lifetime value of customers)
- caring more about maximizing profitability (not getting the most efficient return)
It’s not just about getting a purchase today or tomorrow. We cannot advance if we just live in our set budgets. We must expand based on opportunity for increased profit. What if we could spend based on what the market will bear instead of what we forecast it will bear?
Be patient. Businesses were not built in a day. Also test test test!