{"id":113264,"date":"2014-07-30T05:00:00","date_gmt":"2014-07-30T10:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/fixed-budget-four-steps-to-building-a-successful-digital-performance-strategy-2\/"},"modified":"2024-12-21T05:54:48","modified_gmt":"2024-12-21T10:54:48","slug":"fixed-budget-four-steps-to-building-a-successful-digital-performance-strategy-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/fixed-budget-four-steps-to-building-a-successful-digital-performance-strategy-2\/","title":{"rendered":"Fixed Budget? Four Steps to Building a Successful Digital Performance Strategy"},"content":{"rendered":"

More often than not, there are two major objectives to consider when leveraging search advertising.<\/p>\n

1. \u00a0 Spend \u201cX\u201d\u00a0dollars over the course of a contract term<\/p>\n

2.\u00a0 Maintain some form of efficiency; at DAC, for many clients that efficiency is measured as cost per lead (CPL)<\/p>\n

Achieving either of these independently doesn\u2019t present any real challenge. So what happens when a business wants to do both? \u00a0Is it possible to have your fixed media budget and lead volume goals work together to provide profitability? After all, the nature of \u201cefficiency VS fixed budget\u201d sets them inherently at odds.<\/p>\n

In short, the answer is yes, with a minor caveat. It doesn\u2019t happen instantly. This point is key (to the chagrin of most businesses), and while it leaves much to be desired in\u00a0the world of instant gratification that we’ve become so accustomed to, the reality is that digital is a data-driven channel<\/a>\u2026 and data takes time<\/i> to collect and optimise.<\/p>\n

The Challenge<\/b><\/span><\/p>\n

New campaigns require accurate communication regarding obtainable results is essential to success – Without it, our challenge becomes magnified. Of course, there needs to be a target, a big win, it\u2019s what accounts are sold on\u2026 however, it has to meaningful and achievable. Expectations need to be set appropriately. Without this forethought, you’ll likely face client disappointment and client interrogation:<\/p>\n

\u201cWhy aren\u2019t you hitting the goals that you promised to us?!\u201d<\/p>\n

\u201cWe need to fix this immediately, what\u2019s taking so long?!\u201d<\/p>\n

I\u2019m sure you\u2019ve all heard similar responses to lead generation programs, and the frustration bleeds through\u00a0every level of a project. In order to avoid these uncomfortable situations, I\u2019m going to walk you through a process that will ease the collective conscious of all parties involved, with an added bonus of\u00a0banishing some of those stress dreams that keep you up at night.<\/p>\n

It\u2019s a well-known issue. George Michie, a long time contributor to Search Engine Land, once eloquently labelled it \u201cThe Paid Search Uncertainty Principle<\/a>,\u201d likening the conundrum to a similar obstacle facing quantum physics. It\u2019s easy(ish) to see the parallel, but it\u2019s often difficult to overcome the obstacles it creates.<\/p>\n

Everyone wants success right now, today. Yesterday, if possible. In most cases that just isn\u2019t reasonable. We all want to succeed, this can\u2019t be stressed enough. To help, here\u2019s a list of four simple steps to support building a successful long-term digital performance strategy.<\/p>\n

Set Expectations<\/span><\/b><\/span><\/p>\n

If expectation is the mother of frustration, then how do we raise a happy account? The answer is simple in theory but often gets lost in the chase. \u00a0Start early. Manufacture a roadmap with goals everyone agrees to at the onset, including regularly scheduled updates to keep clients up to speed on progress, success and changes in course. e.g.,<\/p>\n

Program Goals<\/p>\n