Tag Archives: metrics

Paid Search Math

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I’d like to show you how metrics are interrelated in Paid Search and how that can influence the tactics you take to meet your goals and the perception of your campaign’s performance.

For all of the different variables used in Paid Search (Impressions, Clicks, CPC, Cost, Leads, CPL, ROAS, etc.) each can be a Dependent (Result), Independent (Input) or Antecedent (Influence) variable. In addition, each variable can be used as a Goal in and of itself, as a Result or as an Input in optimization.

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