In today's Search Ads column, "Setting Campaign Goals and Metrics for Success," Tony Wright explains the importance of setting initial metrics for success, especially for those new to search.
I can't imagine what it's like for the vast majority of small business owners who decide to put their toe in the search engine marketing pool without a lifeguard like an agency or a consultant with expertise.The term “sink or swim” comes to mind. And judging from what I've seen in the small business landscape, far too many small businesses immediately sink and then get out of the pool forever. This is a shame, as the rewards of a successful search marketing campaign are great.
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