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 […]

Analytics have evolved to the point where you can know your cost-per-lead (CPL) down to the keyword level. When you first start a campaign, you have no idea what your CPL for a particular ad campaign will be — you won’t know what the conversion rates are until you actually run the campaigns. Knowing the CPL at the keyword and campaign level is critical because it allows us to increase what’s working and change what’s not. In addition, our automated bidding tools can do a much better job getting your CPL down if […]