Ben is currently managing a campaign that has a total investment of $7,000, generates 1,400 conversions, and has a CPA (cost-per-acquisition) of $5. Ben needs to sell excess inventory. To meet this goal, he's willing to increase his CPA and campaign investment.Which of the following plans, built in the Performance Planner, will assist Ben in achieving his marketing goal of selling excess inventory?
An investment of $8,400 to generate 1,400 conversions and a CPA of $6.
An investment of $9,100 to generate 1,300 conversions and a CPA of $7.
An investment of $9,600 to generate 1,600 conversions with a CPA of $6.
An investment of $9,800 to generate 1,400 conversions and a CPA of $7.
Explanation
Analysis of Correct Answer(s)
The primary goal is to sell excess inventory, which means maximizing the number of conversions (sales). The correct plan is the only one that achieves this by increasing the number of conversions from 1,400 to 1,600.
- Goal Alignment: Ben is willing to increase his CPA and total investment to sell more products.
- Outcome: The plan to invest $9,600 to generate 1,600 conversions at a $6 CPA directly supports this goal. It uses the increased budget and allowable CPA to generate the highest possible sales volume among the choices. The Performance Planner tool helps forecast how changes in spend can impact key metrics like conversions.
Analysis of Incorrect Options
- $9,800 for 1,400 conversions and $8,400 for 1,400 conversions: These options are inefficient. They increase the investment and CPA but fail to generate any additional conversions. This would not help sell excess inventory.
- $9,100 for 1,300 conversions: This plan is counterproductive. Despite an increased investment and CPA, it results in fewer conversions than the current campaign, moving Ben further away from his goal.