Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. The terms “pay-per-click” (PPC) and “cost-per-click” (CPC) tend to bring complexity to ...

There’s no universal “cheap” or “expensive” option. What matters is that you align expectations with investment. What also matters is that you set reasonable expectations for your vendor and the ...

In B2B PPC lead generation, the goal of most advertising campaigns isn’t to drive sales but leads. These leads eventually turn into sales, but it often takes 12–18 months. There are multiple ...

When an investor is analyzing and comparing options, opportunity cost reflects the potential benefits that the investor gives up by electing against some of the options. Read on to learn about the ...