Most agencies rely on a few KPIs to determine bidding strategy, like ROAS, A/S, or CPO/CPA. At Omnitail, we rely on a different core KPI: profit. Profit is the amount remaining after all costs have been accounted for, and the only metric that measures both efficiency and sales volume.
Profit-driven marketing means we use data-driven insights from a variety of different metrics, including perhaps the most important, revenue per click.
Revenue per click is just that: the amount of revenue generated by the average click. Trends in this metric carry important insights for account performance, and can help drive a profitable Google Shopping strategy. Read on to see how!