How to Build a CSE Budget That Delivers Returns

Those CSEs with the highest overlap, especially at the middle-click level, are opportune places to reduce spending. In terms of RPC, we found that Google offers nearly $3 per click, while Become offers closer to $1. This is a valuable metric that helps retailers predict results and prioritize which CSEs to use for specific products in their portfolios.

This is the kind of revenue-oriented data retailers need to make better decisions about pay-for-performance marketing. As consumers increase the amount of shopping they do online, the industry will necessarily shift more toward CSEs and other paid channels.