In this episode, we dive deep into the often-overlooked nuances of location targeting in digital marketing. Our hosts discuss the fluctuating nature of keyword costs and the importance of implementing value-based bidding strategies. They highlight the correlation between keyword costs and their value, stressing that higher costs often signify greater intent and potential revenue. Listeners will learn how to adjust their bidding strategies according to their business's unit economics and how to focus on revenue per lead rather than merely chasing lower costs.

The conversation explores the necessity of being adaptable in a dynamic market and emphasizes the importance of understanding operational margins to successfully compete in PPC. By the end of this episode, marketers will gain valuable insights into refining their approach to location targeting, leading to better results and higher returns on their investments.

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