If you’ve spent any time running Google Ads campaigns, you’ve probably heard a lot about Quality Score. It’s one of those metrics that can make advertisers obsess over a number, thinking that a high score automatically equals success. But here’s the reality: Quality Score is a helpful signal, not the ultimate measure of success. Your real goal is always profit.

What would you think if you heard one company’s marketing goal was to maximize lead volume at a $100 cost-per-lead (CPL)? You’d probably be preparing for a word problem to follow. 100 is a suspiciously even base, from which incremental calculations are pretty easy. A $100 CPL is surely a sample from which a learning experience will follow and be made much easier to understand because you used base 100. You’d be wrong, but that feeling in your gut that something’s off is not w

Here are the essential questions a marketing performance dashboard should answer to help you steer marketing initiatives toward success.

Machine learning, much like an enthusiastic but untrained helper on a project, can be either remarkably helpful or surprisingly destructive.

You’re running a 10K. You’ve been paying attention to your sleep, your diet, and carefully building your strength and endurance; you feel...

ROAS (Return on Ad Spend) is the industry standard for assessing and reporting the performance of paid digital campaigns, but it really...