Testing Profit per Click and Profit per Impression
Which combination leads to higher profits?
- High CTR, many visitors, low conversion rate
- Low CTR, few visitors, high conversion rate
When you start to combine several metrics together, it can start to become overwhelming to determine which keyword, ad copy, and landing page combination leads to the highest profits for your company.
A searcher’s query sets their expectations for the search results page. The ad copy on the search results page sets the expectation for the landing page. The landing page needs to be an extension of the ad copy and answer the searcher’s initial question. Therefore, all of these elements affect each other. There is a way to boil down these various metrics to a single ...
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