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. […]

Here’s a surprisingly tough question. Is your online marketing strategy based on relevant data? If you answered no, you’re not alone. Consider it good news-and a huge opportunity. We find a surprising number of companies have not conducted a thorough analysis of their competitors online presence, evaluated their own search engine performance, optimized their websites […]