Allocation & Dashboard: Diminishing Returns, the Next-Dollar Rule and a Chart
This lesson is part of the course
In this lesson
You evaluate fictional response curves for four keyword groups, compare the marginal iROAS of the next unit of spend with its average, pick the group that should get the next 1,000 and chart the marginal returns for the review.
Buy the course once for $9.99 to unlock every lesson and lab, the final exam and the certificate – lifetime access, no subscription.
Lessons in this course
- Sponsored-Listing Auctions: Bid × Relevance, Ad Rank and Second-Price Cost per Click Locked
- Campaign Metrics by Keyword: Impressions, CTR, Cost per Click, Conversion Rate and CPA Locked
- ROAS vs Margin: Break-Even ROAS, Profit per Keyword and a Scale / Hold / Cut Rule Locked
- Incrementality: Test vs Control Regions, Incremental Sales and iROAS vs Reported ROAS Locked
- Halo Sales and Cannibalisation: Related Products, Own-Brand Switching and Net Incremental Profit Locked
- Share of the Digital Shelf: Sponsored and Organic Positions on Page One Locked
- Budget Pacing: Daily Spend vs Plan, Projected Month-End Spend and Bid Adjustments Locked
- Allocation & Dashboard: Diminishing Returns, the Next-Dollar Rule and a Chart Locked