PPC Landing Pages - Active or Passive?Outside of the PPC advertising world (and sometimes in the advertising world) we can get confused about what type of landing page should be used. Should the landing page be filled with information and free online downloads and/or advice? Or should a landing page focus on a simple message with bold bullet points that briefly explain why we are the best in our industry?From our perspective, it all depends on where your digital PPC ad is placed. A digital PPC ad that is placed on Google’s content … [Read more...]
ROAS or ROI?
Measuring PPC Returns - ROAS vs ROI Return on Ad Spending (ROAS) and Return on Investment (ROI) are often interchanged as though they mean the same thing. In this respect, Google is the biggest culprit. While Yahoo characterizes Pay per Click (PPC) spending as "Spending!" Google glibly refers to it as an "Investment." Calling Pay per Click spending an investment is like calling a joy ride on a ferris wheel an investment. The return lasts for one revolution of the wheel. Enjoy it while it lasts, but don't expect to derive a lasting benefit … [Read more...]