When training clients in pay-per-click management,  I often see the same costly error—mistaking conversions and sales for profit when determining budgets and maximum cost per click. Basing campaign success on conversions alone is not going to help unless these conversions are profitable. It’s important to understand and incorporate acceptable customer acquisition costs into campaign setup. […]

One of the more powerful aspects of pay-per-click advertising is the ability to control which ad copy and headline is displayed in response to a prospects search. This is also one of the most neglected. Paid search marketing gives us the incredible power to target customers at the exact time of need, while they are […]