Don’t Click Here: Pre-Qualifying B2B Clickers
With pay-per-click (PPC) search advertising, the billable event is… the click. Yet for most B2B advertisers success depends not on clicks, but rather on conversions: the percentage of visitors who take the desired online action, such as downloading a white paper or registering for a webinar. B2B marketers must weigh the pros and cons of focusing on response rate versus conversions.
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