Seven Common AdWords Mistakes to Avoid
JULY 24, 2012
Content network ads perform very differently from search ads and need to be managed separately, with their own budget and unique ad copy. The single most important metric in a paid search campaign is cost per lead (CPL) (sometimes alternatively referred to as cost per acquisition or CPA). Keywords with a lower, but still respectable, CPA should be bid with a target of making a low ad spot on page one of search results.