For lead generation marketers, cost per lead (CPL) used to be the most important KPI. During our introductory calls with new clients. I always ask for their goal cost per lead is and then our company would aggressively try to generate as many leads as possible at that goal CPL. Many PPC advertisers still focus on cost per conversion or cost per lead as one of their primary KPI’s. From a high-level perspective, it makes sense. As long as you have conversion tracking or goal tracking set up, you’re able to easily see the campaign, keyword, and ad that led to […]
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