Google-advertising

Summary: Choosing an advertising agency is a trusteeship decision, made on five criteria: account ownership (is the ad account in your name?), transparency (are spend

Summary: Call tracking is the most critical and most skipped piece of the advertising report card: in service businesses most conversions arrive by phone —

Summary: Google advertising runs on three gears: (1) you declare which searches you want to appear for and what you offer; (2) each search triggers

Summary: An advertising budget is calculated, not felt: three inputs — customer value (what one customer is worth), the goal (how many new enquiries per

Summary: Google advertising is worth it when demand exists and the arithmetic holds: your service is actively searched, your customer value carries the click economy,

Summary: Google advertising has no price tag — it has an auction: every search triggers a real-time bidding round where your bid and your ad’s