Author Archives

Why We Use Automated Bidding in Pay-Per-Click (PPC) Marketing

Scientists that develop algorithms for automated bidding refer to the process of buying ads on search engines as an “ad auction.” The process of buying ads is really just a continuous auction for advertising space on a search engine. A user that types in a search phrase on Google might get back a list of ads on the top, and to the right, of the search engine. How those listings appear depends on how well the advertiser did in the auction. The winner of the auction is determined by […]

Why Specialists Win

In business, defining what you don’t do is more important then defining what you do. Then why do so many companies claim to have expertise in a certain area and then brag about the laundry list of services they offer? Many companies cast the widest net possible because they’re afraid of losing money. Instead of getting really good at one thing, companies spend time chasing money in a lot of different areas and never develop the expertise required to offer the best service possible to their clients. In a space as complex as digital advertising it’s important to […]

Why You Have To Estimate Your REAL Cost-Per-Lead (CPL)

When we first meet with companies, we’re surprised at how few of them know what they’re paying for leads either offline or online. They’re typically running ads on a few different marketing channels, but they haven’t figured out how calculate their actual cost-per-lead (CPL). This is a very bad position to be in — you can’t set your expectations correctly when you start your online marketing campaign. If you’re going to have any success in marketing, you need to […]

Why Pay-Per-Click Should Be Done Before SEO

Many companies have a difficult time navigating the online marketing landscape. There are many directions to go and the choices can be overwhelming. Also, the web is constantly changing and the advertising opportunities continue to grow. At this point, most companies have heard of pay-per-click (PPC) and search engine optimization (SEO). The most common question we get is “where should we put our marketing budget?” The answer is that you’ll want to […]