Yousaf Yunes addresses a common concern about pay-per-click (PPC) advertising, particularly the differences between manual cost per click (CPC) and max clicks strategies, and their impact on conversion rates. He shares insights based on a subscriber question regarding poor conversion results when using manual CPC and explores whether switching to max clicks would be beneficial.
Yousaf explains that both manual CPC and max clicks approaches often lead to inefficient ad spending. While manual CPC allows for more control over bid prices, it still results in overspending, especially if set too low, as higher-value "gold" consumers are unlikely to engage at these lower rates. He introduces a framework of five consumer levels on Google, ranging from the high-converting "gold" and "silver" segments to lower-converting "bronze" consumers, "clickers," and spam/bots.
Yousaf emphasizes that the most effective way to target quality traffic is to use a max conversions strategy rather than focusing on click-based metrics. This approach optimizes for consumer actions such as add-to-carts and purchases, ultimately resulting in better ROI, despite higher initial costs per conversion. He argues that while max conversions might start with higher expenses, these can be optimized over time to improve cost-effectiveness, unlike the unreliable manual CPC method.
 
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