People speak of metrics and KPIs interchangeably, but that is a fundamental misunderstanding of the terms. Metrics are the data with which you develop key performance indicators to keep competitive. I ...

When working with a new PPC client, I help them establish goals aligned with their business objectives. Surprisingly, many lack clearly defined campaign goals beyond boosting traffic or conversions.

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I’ve got a pet peeve about the terms metrics and KPIs (key performance indicators). Too many people use those terms interchangeably, and while it may seem like a small thing, it drives me a little ...