Do you know what the secret is to truly successful SEM campaigns?
It’s not just driving additional traffic.
It’s not just creating sales, or building a customer base – not even growing revenue!
It’s understanding the full impact of those campaigns on your overall business – and that means tracking metrics that directly affect your profitability, not just revenue. The most important of these metrics? Cost of goods and variable overhead – but many retailers are simply failing to take them into account at all.
These costs make or break your profit, so it’s crucial to know what percentage of your revenue they account for. It’s also important to realize how your campaigns are influencing these costs, and vice versa. Once you have an understanding of these metrics, you can begin to optimize against them – and grow profit!
In this whitepaper, we’ll explore these two key metrics, discover what they mean for the overall profitability of your business, and learn how to optimize SEM campaigns against them.