Tapping Amazon’s potential requires sorting through its metrics and their relation — or lack thereof — to those of other new retail media platforms, as well as Google’s and Facebook’s. In this second ...

Pay-per-click (PPC) advertising has evolved quite a bit since it first began in the early days of the internet. Metrics like cost per click (CPC) remain an important part of the conversation, while ...

When working with a new PPC client, I help them establish goals aligned with their business objectives. Surprisingly, many lack clearly defined campaign goals beyond boosting traffic or conversions.