What this lesson covers
When is it worth paying for attention, and how do I avoid wasting money?
- Bidding and campaign objectives
- Budget pacing
- CPM, CPC, CPA and ROAS
- Customer acquisition cost and lifetime value
- When to stop, scale or change an ad
Why this matters now
Placeholder for the lesson's opening story: a vivid, real moment where a marketer or small-business owner meets this exact problem.
Client Track
Placeholder for the optional Client Track sidebar: how to apply this lesson to a real business, client, campus organization or cause.
Key terms
Placeholder for the lesson's key vocabulary.