At the end of each month, competition surges as large advertisers across the display market drastically increase CPCs – to make sure they spend use-it-or-lose-it budgets and maximizing performance. This intensifies at the end of a quarter.
As advertisers in the marketplace increase bids, CPMs become much higher. This inhibits our ability to buy premium inventory for you. If you are not increasing your CPC during this time, you will no longer be able to win impressions that you previously had, which will lead to an impactful drop in click/impression volume – and ultimately a drop in sales volume.
A successful strategy to combat this drop and stay in front of your users is to increase your CPCs by at least 25% during the last two weeks of each quarter. This will enable you to remain competitive and keep sales volume steady.
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