PPC Strategy

Are you a marketing fox or a marketing hedgehog?

A while back, I heard a Russian say: “The fox knows many little things but the hedgehog knows the one big thing.” Now, if you’re wondering what that means, you’re not the only one. I’ve googled it and I’m none the wiser. But that isn’t going to stop me writing about it… You see, there are many marketers who know…

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PPC Strategy

Does CPA bidding work for SaaS companies?

I was doing some PPC consulting for a SaaS company recently. And one of the questions they had was about CPA bidding in Google Ads. They’d recently switched from CPC to CPA, but weren’t sure if that worked with their SAAS model. They knew it was producing more conversions and a lower cost/conversion. But, because their product had 3 very…

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