When starting a paid search campaign for any client or promotion, one of the first questions that comes up is, "How are you defining success of this campaign?"
How you answer this question has significant impact to the way your campaigns will be set up and run. This includes keyword selection, bidding decisions, engine selection, and many more important factors.
Paid search advertisers should dive deeper into measuring success than just a typical ROI goal (revenue/ad spend). This goal undervalues the true measure of what drives a successful business -- profit.
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