Opportunity cost is a basic microeconomics concept, maybe one you learned in a long-ago and hazily recollected 8 a.m. Econ 101 lecture. If you need a refresher, opportunity cost is the benefit you ...

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 ...

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 ...