Broad Promo / Advice for growing businesses

Pay-per-click advertising

Pay-per-click advertising buys visits, but business success depends on what those visits become. Campaign structure, targeting, creative, landing pages, and sales response need to support the same offer. The management brief should separate media costs from professional fees and identify what counts as a valuable conversion. Expansion should follow evidence of useful outcomes rather than a desire to spend the available budget.

Pay-Per-Click Advertising Management: service scope, project planning, and provider evaluation.