Postbox: Qualifying search strategies
Regarding the article "Insurers are failing to properly utilise Google", based on research from Greenlight's July quarterly sector report covering search in insurance, I would like to qualify the following in relation to paid search and bidding strategies.
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Visibility is not the only indicator of success in pay-per-click or paid search. The most important key performance indicators are sales and cost-per-acquisition, not just visibility.
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