Paid advertising can be an extremely effective way to get your business in front of your ideal customers.

Paid advertising drives profits. It’s at the heart of the dominant tech companies’ business models, earning them tens of billions of dollars in revenues, quarter after quarter.

The success of PPC campaigns relies on a disciplined planning phase. This is when the effective advertiser makes decisions relating to which PPC metrics they’ll track.

Running paid advertising campaigns can be an intimidating task for entrepreneurs and small business owners.