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Measuring the right metrics when you’re experimenting with PPC is important. This will then allow you to set new CPA goals and potentially allow you to bid more aggressively on certain keywords that have a better sales conversion rate than others. That’s why you need to optimize to increase that CTR.
Claire Vo: CRO Metrics for Performance and Insight. Underlines improve clickthrough on Bing for both algorithmic results and ads (so more revenue) and improve time to successful click (better UX). Wrong Success Metric (OEC). Revenue is usually a good metric to use to evaluate effectiveness of test. Welcome mat.
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