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In many cases we still focus on KPIs that do not always match the desired effects for the entire company. Many advertisers steer on a fixed CPA, CPS or CPL. Not logical, because in those cases the focus is on the efficiency of individual (trans)actions instead of the desired results at the bottom. Just like working with fixed marketing budgets, working with a fixed CPA, CPS or CPL can put a huge brake on your growth. The auction systems of companies such as Google and Facebook reinforce that effect. The difference between bidding a CPA of 8 or 9 euros can in some cases result in significant differences in volume. The variant of 9 euros can simply provide such more volume that the absolute profit at the bottom of the line also grows strongly. Logically, the choice should then be made quickly.

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KPIs online marketing. Bid to profit. All online marketing activities should be able to positively influence these objectives. Marketers can then search for the right optimum with countless (bidding) experiments. 19. Send people by result, not by presence Companies should stop steering the time someone arrives at the office. Is that a KPI that directly Kenya Phone Number influences the bottom line?  That what people are paid for? Is that something that makes customers happy? It is not directly relevant and also gives the wrong signal. In the end it is not about presence, but the output is central.  Without a culture of trust, many things will not work in practice.


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Trust is the foundation of success. These individual KPIs are always related to the total. Everything is related to each other, so it is especially important that everyone within the team focuses primarily on achieving the overarching objectives. For example, cannibalization could allow Google Ads to grow at the expense of SEO, which is obviously not in the best interest of the business. 20. The culture within a company is ultimately always the most decisive for success. Not logical, because in those cases the focus is on the efficiency of individual (trans)actions instead of the desired results at the bottom.

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