Comments on: Why PPC ROI is often a PPC LIE http://www.marketmotive.com/blog/web-analytics/why-ppc-roi-is-often-a-ppc-lie Tue, 16 Mar 2010 21:59:37 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: Darcy Foster http://www.marketmotive.com/blog/web-analytics/why-ppc-roi-is-often-a-ppc-lie/comment-page-1#comment-1215 Darcy Foster Wed, 10 Sep 2008 17:37:50 +0000 http://www.marketmotive.com/stebbins/?p=39#comment-1215 Hi Michael, Great post and ranked #1 on Google when I was looking for some 3rd party advice on how to explain this to a client. I don't think that it can be understated 1) Calculate the business's margin (make a rule of thumb). 2) Teach the PPC account manager to optimize against that number - ie margin must be greater than for this campaign to succeed. Optimizing this way is far superior to optimizing for cost/conversion Cheers Hi Michael,

Great post and ranked #1 on Google when I was looking for some 3rd party advice on how to explain this to a client.

I don’t think that it can be understated

1) Calculate the business’s margin (make a rule of thumb).
2) Teach the PPC account manager to optimize against that number - ie margin must be greater than for this campaign to succeed.

Optimizing this way is far superior to optimizing for cost/conversion

Cheers

]]> By: Tim Leighton-Boyce http://www.marketmotive.com/blog/web-analytics/why-ppc-roi-is-often-a-ppc-lie/comment-page-1#comment-1193 Tim Leighton-Boyce Thu, 27 Mar 2008 09:36:35 +0000 http://www.marketmotive.com/stebbins/?p=39#comment-1193 Thank you. This is a point I find myself having to make again and again (and it's further complicated here in the UK because many systems report revenue inclusive of tax, which really needs to be deducted first). Now I can point people at a blog post which explains it all well. Thank you. This is a point I find myself having to make again and again (and it’s further complicated here in the UK because many systems report revenue inclusive of tax, which really needs to be deducted first).

Now I can point people at a blog post which explains it all well.

]]> By: Chris Doehlert http://www.marketmotive.com/blog/web-analytics/why-ppc-roi-is-often-a-ppc-lie/comment-page-1#comment-1192 Chris Doehlert Thu, 24 Jan 2008 15:11:33 +0000 http://www.marketmotive.com/stebbins/?p=39#comment-1192 How nice to see rational thinking. Cheers. How nice to see rational thinking.

Cheers.

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