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In the marketing spend budgets of most franchisors, PPC – “pay-per-click” – advertising is a vital part of their overall digital strategy to enhance lead-generation efforts. To the untrained eye, and even a few of the trained ones, PPC can be a study in contradictions. Is it expensive? It can be. Is it effective? Some studies seem to indicate so. Is it a labor-intensive resource? Yes, unless you’re using a digital platform that manages the PPC on your behalf. Is that expensive? Well… you get the picture.
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