Your paid search campaign may be getting a lot of clicks, but are you really making the most of them? Columnist Amanda Evans discusses how to succeed by focusing on the post-click experience. Google AdWords, Bing Ads and other paid media platforms are attractive channels to reach a targeted audience, foster brand awareness and increase revenue. Far too often, however, we find that regardless of how successful a campaign is at the top of the funnel, what happens beyond the click is paramount to the success of any pay-per-click (PPC) campaign. When working with an industry professional, the first question that is almost always asked is, “What are your goals?” However, it goes far beyond that. When defining the call to action (CTA) for the campaign, it is important to understand where that action leads, the touch points for the client once they follow through on the CTA, how that user will be nurtured through the funnel, and the lifetime value of that lead. Not only is...