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AdAgeTo motivate a click, marketers need to make a compelling offer and provide an urgent call to action. This is not news.
But in the particular case of search engine advertising, like Google AdWords, it's a bit more complicated, because marketers are paying for each click. Unqualified clicks diminish ROI and can be a real constraint for b-to-b marketers, whose target audience is often very narrow.
The other constraint found in search advertising is in the ....
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