Do you want to improve your paid search campaigns? There are a lot of paid search metrics, but one of the most useful and most underused is return on ad spend (ROAS).
One of the main points behind online advertising is to drive sales for your business. This is particularly true when it comes to paid search. Most paid search campaigns are targeting potential customers who are fairly low in the funnel. A paid search click usually costs more than a display or paid social click, but it’s worth having if that click turns into a paying customer.
However, just because you are targeting bottom-of-the-funnel traffic, that doesn’t mean that every element of your paid search campaigns is a good investment.