The Art Of Mastering PPC Budgeting For the Best ROAS

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It was 2016, but feels like yesterday.
The first time I had to decide how to allocate $100k in paid advertising for one client to be spent within 30 days.

I was like a kid in a candy store, but with a $100k budget for paid ads.

Basically, someone trusted this idiot with more money than I'd ever seen. I was stoked yet terrified - one wrong move and I'd be living in a cardboard box.

Talk about a caffeine rush mixed with a dash of terror! But hey, no guts, no glory, right?

I grabbed my best mug and started to look into how to make the most of that money for my client.

Let's be real, it ain't just about those shiny ads. Achieving the perfect Return on Ad Spend (ROAS) in your PPC campaigns is like brewing the perfect coffee. 

It doesn't matter if you spend hours finding the best beans. PPC budget allocation is an art, so I brought the big guns to help me show you how to master it and get the best ROAS. 

In this issue, my great friend Benjamin Estrada the Growth Marketing Manager for LatAm at Cambly will help me spill the beans on how to optimize your PPC budget allocation by considering factors beyond the ads data.

Here's what you'll learn:

• Discover the essence of successful PPC budgeting.

• Real-life examples of businesses that have brewed up success with a holistic approach.

• How to look beyond the ads data for a full-bodied strategy to master budget allocation.

The Essence of PPC Budgeting

John Wanamaker once said:

In the coffee world, that's like buying expensive beans and then burning them. Ouch!

The key question for us growth marketers is, "What's the right budget to maximize our ROI/ROAS?" We're not here to waste money on the 'bad half.'

Just like the quality of coffee beans is crucial for a good cup of joe, the foundation of your PPC strategy is vital for business growth.

Because, let’s face it… we don’t want to be spending the 'bad half' Wanamaker is referring to.

The One Action Rule

When you're learning to brew good coffee, you can easily get lost among all the different beans and brewing methods out there. 

The key? Focus on mastering a single bean or brew method. Trying to do it all at once is a recipe for disaster (and crappy coffee).

After pouring millions of dollars into advertising, a similar approach is essential to get the best ROAS for your money.

So, pick the ONE action that'll make or break your campaign's profitability. Traffic? Signups? Sales? Choose wisely, young padawan.

(01) Why One Action?

In the words of the book "The One Thing: The Surprisingly Simple Truth Behind Extraordinary Results" success is about narrowing your focus to the most important thing. 

In marketing, this means identifying the one action that will determine the profitability of your campaign or channel. Are you aiming for traffic, signups, leads, or sales? Picking the right action is crucial to measure the effectiveness of your efforts.

(02) Which Action?

Here's where it gets tricky: you can't just pick 'sales' or 'ROAS' and call it a day. That's like buying the fanciest espresso machine but forgetting to add water. Duh.

It won't matter to have great button-of-the-funnel (BoF) strategies if you're not filling up the top of it.

You need to select the right action for the right stage of the funnel and channel. If you focus solely on bottom-funnel metrics for top-of-the-funnel (ToF) campaigns, you will be flying half blind.

Ask yourself: "What's the one thing I can do at this stage that'll make everything else easier or unnecessary?" Boom, you're on your way to an efficient funnel and an effective overall strategy.

What now?