Elizabeth Cagen

Elizabeth Cagen is director of strategy and operations at Boston-based marketing, branding and design agency Stratabeat.

Many B-to-B marketers struggle with pay per click (PPC), focusing on increasing leads without examining whether these leads are actually becoming paying customers. Often, they build PPC accounts littered with a complex array of ad groups, keywords and too many targets. They spread themselves too thin, mistakenly believing that "casting a wider net" will result in more successes. In fact, this approach can seriously backfire; as it can lead to wasted media spend that rarely translates into paying customers.

More Blogs