The text discusses the challenges of optimizing paid media campaigns in long sales cycles, emphasizing that many factors influencing sales are beyond the control of marketing efforts. It highlights the issue of relying on sales performance as a signal for optimization, which can lead to incorrect conclusions by algorithms. The article suggests focusing on lead submission as the last point of control, valuing leads based on their likelihood to convert and their commercial value. This approach provides more reliable data for automated bidding and campaign testing. The article advises against optimizing for sales when external factors, such as team dynamics and market conditions, distort conversion data. Instead, it recommends building a lead valuation model and using value-based bidding to guide algorithms toward valuable leads. This strategy allows marketers to optimize what they can control and avoid misinterpretations by algorithms.
Kaynak: https://searchengineland.com/paid-media-optimization-long-sales-cycles-472893
