HOW TO NOT OVERSPEND ON GOOGLE PAID SEARCH

Summary from the TLDR Marketing newsletter

Google paid search is one of the easiest marketing channels to measure. Yet, many B2B companies continue to overspend on ads. To correctly measure ROI, focus on 2 core revenue metrics: $ Closed Won Revenue:$ Ad Spend (lagging) and $ HIRO Pipeline:$ Ad Spend (leading). Then, break down these metrics by branded, high intent non-branded, low intent non-branded, and competitor. This view will allow brands to see which campaigns are bleeding big losses.