Pay Per Click (PPC)

In marketing, a lead is a prospective customer. Not all leads are equally promising, and not all engagement types are the same that signify a potential lead. Any engagement with your company or website, though, indicates a potential lead.

A meta description is an HTML tag for a web page that describes the page briefly, summarizing it. 

Meta descriptions are read by search engines and often displayed for users. For example, the brief description for web pages you see in Google results is often pulled directly from the page’s meta description.

Cost Per Acquisition first involves creating a target action (e.g. purchasing a product), then calculates how much money is being spent in advertising dollars for one of these actions to be completed. Reducing CPA in your marketing channels, and comparing types of ads to see which is more effective, can be a useful way to reduce unnecessary costs.