Are all the eggs in one basket?
Costs for both clicks and leads appear to be rising.
On the lead side, more competition in established verticals like refinance, insurance and education means buyers are chasing fewer good leads and as the law of supply and demand tells us -- prices rise. Targeted and niche opportunities exist in the affiliate world that would help balance the costs and raise the overall returns.
On the search/click side the Performics 50 tracks campaigns over time and show a rise in costs. The suggestion is to manage a wider selection of keywords across a variety of search platforms.
Both are examples of asset allocation; the bedrock of financial investments.