Think Holistically When Determining Your PPC Budget

by Matt Umbro
In many cases, budgeting for PPC programs is undefined. Projections, goals, and other variables (such as seasonality) aren’t given enough thought before a strategy is put in place. And make no mistake, appropriate budgeting is a key factor when determining your PPC strategy. A common rationalization I hear is, “As long as we’re hitting goals, we can spend as much as we want.Read the full article