Understanding how your paid search efforts affect your bottom line is essential to your company's financial well-being. In this chapter Alan Rimm-Kaufman sheds light on the economics of paid search and discusses how to optimize your bidding accordingly.

Length: 11 min.

You will learn:

• The importance of the advertising to sales (A/S) ratio
• Why sales per click (SPC) is the key PPC metric
• How the relationship between A/S and SPC defines your bid profitability