10 Ways to Make Pay-Per-Click Ads Pay

Pay-per-click (usually shortened to “PPC”) advertising is everywhere nowadays. It’s on Facebook, Google, YouTube, Twitter, and more — and subscription businesses are using it to great effect. You’ve heard the PPC ad success stories, and you’re considering dipping your toe into the wide world of pay-per-click yourself. When you do, you deserve to get the most from your pay-per-click investment. However, this form of marketing can get very costly, very quickly. You need to be crystal-clear on what your budget is (including overall campaign budget, cost per lead, and ideal customer acquisition cost), long before you even think about starting a PPC campaign. As digital marketing expert Kiva Schuler frames it, don’t spend money on ads, especially Facebook ads, that […]

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Track This, Not That: 6 Metrics That Matter

We’ve all fallen into that trap of watching our follower count rise and congratulating ourselves on the gains. But here’s the thing: until those followers become customers, they’re meaningless as far as your bottom line is concerned. Followers are one example of “vanity metrics.” They might make you feel cool, but they’re not necessarily going to create a more profitable business at the end of the day. Which metrics are nothing but flash and which will serve up useful facts to help your business grow? Here’s a rundown of the contenders: You’re tracking: Followers Track this instead: Engagement While a long list of followers is satisfying, the metric your business should really be concerned about is engagement. When you concentrate […]

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The State of Subscription Businesses (Infographic)

You know subscription businesses are growing — but do you know just how much they’re growing, which industries are the most profitable (and why), and what all of this means for your business? Read on to learn about the humble roots of subscription businesses (it’s older than you think!), where they’re at now, and what’s coming around the bend: Sources: Magazine Designing; Modern Philology Tomtunguz.com Netflix Fashionista Hitwise Entrepreneur McKinsey and Company CNBC Financesonline.com Forbes; McKinsey and Company Incredo.co Forbes Investor’s Business Daily ZDNet.com SensorTower WeAreFetch.com McKinsey and Company; Hitwise Hitwise McKinsey and Company Here’s those takeaways one more time: Subscription services have experienced major growth since 2011, especially in the subscription box category. Convenience continues to be a huge factor […]

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