Pay Per Click: The Problem with Optimizing Based on ROI

New Pay Per Click advertisers tend to optimize their paid search ads solely around Click-Thru-Rate (CTR).  Then they read a few blog posts by purported PPC experts that inform them that optimizing for CTR is a “newbie mistake” and that what they should really be optimizing for is ROI.  Suddenly the advertiser rushes back into [...]

Call Tracking: Insights into your customer interface

In a rosy economy, certain things are easily overlooked.  This is especially true when it comes to advertising and marketing.
That print campaign that flopped? Oh well, chalk it up to branding! The brochure style website that’s never generated a single lead?  Who cares! Your business is all about word of mouth, right?
But how things change [...]

PPC Advertising – Beyond Conversions

Without a doubt every business owner starts an advertising campaign with the goal of generating sales.  However, you should be careful about making sales your only measure of success.  Making short term advertising decisions based on sales (only) might be detrimental to the long term growth of your business.
Take for example Pay Per Click marketing.
Success [...]