Myriad Ways to Drive ROI via Paid Search

* Demographic targeting. Target your bidding to the demographics most likely to bring the best business. Factors to consider include age, gender, employment status and others.

And then there's what Lee refers to as the “power segment.” This “perfect storm” of customers indexes high on all of your key segments — AOV, LTV and conversion rate. You can predict the value of this click before you buy it, Lee said.