No matter how much thought and effort you put into website strategy, user experience, or design, if your site doesn’t function correctly, customers and prospects will stay away. And in the long run, a suboptimal website demands more effort from your own team and may be more difficult to update, change, or use.
As marketing specialties go, few change as much (or as often) as paid media. That’s because platforms, channels, and display networks are always evolving along with their audiences. This constant change can be fun for users, but comes at a price for brands without the time, in-house experts or latest tools to stay on top of never-ending shifts and trends.