by Rick Tobin
In the past week I have had two prospective clients raise questions that ultimately stem to the "real value" of having a sponsored campaign, but more importantly, how you derive that "real value."
First of all, lets get some semantics out of the way.... Clicks are valuable; visits are valuable; reducing the CPC is valuable; brand awareness is valuable; but nothing is as valuable as a return on the bottom line. This doesn't mean just improving conversions, but improving the cost/conversion and the lifelong value of every single sale or lead. This is "real value," and sometimes being able to recognize and/or reconcile that true metric is not that easy, especially if you have a longer sales cycle and the purchase decision involves a longer than normal research phase.