As the competition in search becomes more sophisticated refining tactics becomes more important than ever. For online retailers, bidding by margin is all but essential.
Every firm has a different marketing objective: some look for maximum ROI, some are willing to spend to break even in hopes that future orders will drive the profit, others see search as a means of spreading the brand message.
Whatever your objective, you’re more likely to reach it the more tightly your success metric jibes with the real value of the traffic driven.
