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Andy Atkins-Krueger is the latest industry expert to write on the Microsoft Advertising Blog. In this piece he's suggesting CTR should not define a successful campaign but KWs should be chosen by calculating the probability of the them converting. He's caused a bit of s stir if the comments are anything to go by.....
Comments2 Comments  


from yetanotherben 3254 Days ago #
Votes: 0

Safely bookmarked.  A nice insight in to some cool thinking.  Some very good points highlighted on user intent and where the value really is in search volume.  Thought provoking indeed!

from Victory 3246 Days ago #
Votes: 0

Its Expectation value of client minus cost of visitor aquisition that you are trying to optimize. And this is global across all pages and search terms.

P(of click)*conversion_rate*net_return - cost_click  = q

find the max of q

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