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How can you get the marketing team back in control of the business done on the website? And do marketing teams and tech teams have to act like its the battle of the sexes? Not if both sides can share the DIY...
Lots and lots of people use Google AdWords, and have more recently layered Google Analytics over the top. But the search giant has confused these users by re-defining a well-defined business metric: 'ROI'.
This has led to confusion within companies - and at worst, caused Google AdWords users to think their campaigns are more profitable than they are, and thus pump more money into Google while decreasing their own business' profitability.
So has Google 'done evil' this time?
When your sales conversion is lower than expected - asking the tech team for web performance metrics may not help: visitors per hour is not enough, concurrent users is plain unhelpful.
PPC search engine marketing by Browser Media
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