When working with a new PPC client, I help them establish goals aligned with their business objectives. Surprisingly, many lack clearly defined campaign goals beyond boosting traffic or conversions.

The challenge many organizations face is not a lack of metrics, but rather a need for more useful metrics. Managers are under pressure to track anything and everything that goes on in the digital ...

Q. How do you involve employees in the process? We have pretty much every employee involved. We have 15 different business units. The person who runs each of those units sets their plan. They work ...

The Office of Personnel Management last week instructed agencies to take a series of actions so that officials can better measure the federal government’s progress on the Biden administration’s goal ...