25 May '13, 4am

How to Use Simple Math to Get Better Insights by @PingFromBing

After a quick scan of the table you conclude most of the keywords in Ad Group #2 have a lower CTR, but that one of its keywords has an out-of-the-ordinary CTR (30%), significantly increasing that Ad Group’s average CTR. On the other hand, keywords in Ad Group #1 perform more consistently, which makes its average CTR more credible. As this simple example illustrates, checking the consistency of your ad group data is an important first step toward optimization because it helps you better prioritize your optimization efforts and identify more insights. I would like to share fours simple steps for conducting a similar assessment on bigger ad groups:

Full article: http://www.searchenginejournal.com/how-to-use-simple-math...

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