7 Marketing Technologies Every Company Must Use
Harvard Business Review
NOVEMBER 3, 2014
With search ads you can test and optimize on keywords, ad copy, offers, the website forms you take them to, and more, and track the people downstream if you integrate your Google AdWords data with your Google Analytics data and CRM so that you know not just which ads are clicked on the most but which ads lead to the most opportunities and revenue. And since you usually pay on a CPM basis, you get tons of free impressions.