Climb aboard my PPC soapbox for a moment, will you? It’ll be a fun ride…

Business owners, executives, marketers and the like all tend to think in terms of budgets. “How much should I spend on this direct mail piece?” “How can I get my supply cost down?” “What should my marketing budget be?” And on and on…

While great for accounting types, this approach is problematic for the business executive. After all, why do we engage in business?

All together now…

To make money!

So, why would anyone place an arbitrary cap on how much money is going to be made? That is exactly what a pay-per-click budget is - a cap on how much money you can make...

View the full article