Consider "measuring to profit" to determine the success of PPC campaigns, suggests Jason Tabeling. Marketers should define a successful PPC campaign with deeper metrics, not just return on investment
measurement, he says. For example, a T-shirt and a pair of pants each cost $10, but the cost to make the T-shirt is much less than the pair of pants, and therefore is more profitable for the company.
It's important to "measure to profit" -- because if you made bidding decisions based on revenue, then you might not care if you sold a T-shirt or the pants, he writes.
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