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If you hire a marketing team to run pay-per-click ads or build you a sales funnel before you understand this, then be prepared to waste a lot of time and money. This resource will show you exactly how to provide your advertising team with the performance metrics (conversion rates, click through rates, etc) and budgets (customer acquisition cost, cost per click, etc) that are needed in order to make your campaign successful. Define success before you start having people work.

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