James Hume is an expert on Google Ads and argues passionately that success in a digital campaign is all about the planning right. As he says, there are no fuzzy metrics in digital marketing as everything is trackable.

James describes himself as Your Digital Marketing Ally and gives detailed advice on how to set targets for digital campaigns, working backwards from who much revenue you want to sell, to then working out the number of enquirers you need, to how much you should spend per click. 

He argues that if an enquirer comes to your page, you should only offer one action rather than confusing the enquirer with several options.