Content Warning: Speculative funnel metrics
Moz’s whiteboard video, “Why Paid Ads Fail”, concludes that most paid ads fail because brands are not known to their audience.
There's no trust, no recognition, and so the cost per click remains high and rising.
I see this dynamic play out at companies of all sizes, all the time, so here are some example campaign metrics to illustrate Rand Fishkin’s point in the 'Why Paid Ads Fail' episode of Whiteboard Friday.