Jul 14
9
Many marketers view pay-per-click (PPC) advertising as a vehicle for direct response marketing only. How could they not? With fully transparent metrics — cost per click, conversion rates, and cost of customer acquisition — it makes sense to think of PPC that way. What is often lost in this formula is the value in engaging with site visitors, even if they do not directly convert from a sponsored Adwords placement.
Link:
How to Lose Money on PPC and Still Grow Sales by @firaskittaneh