E-commerce Insights Give Search Marketing Campaigns a Chec

3. Examine your PPC performance. The sales and cost audits should give you confidence that your search reports are based on reasonably accurate numbers. With that due diligence completed, next check that your search campaigns are running well.

The first check is to compare overall costs to overall sales. Compute this ratio. In aggregate, are your PPC campaigns efficiently producing sales? Is this ratio in line with your other online and offline advertising efforts?