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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.....
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from yetanotherben 1827 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!



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from Victory 1819 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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