What Every Multichannel Merchant Should Know About Paid Search Performance Audits

* A/S — “advertising-to-sales-ratio” — advertising divided by sales.

Now sort this sheet by descending cost. Are your most costly terms appropriate for your business? Scrutinize generic terms closely. Generic words like “gift,” “coat” or “travel” make no sense for catalogers concerned with profits.

Next, are your most costly terms carrying their weight? Check their ad to sales (A/S) figures to ensure they’re selling enough to justify their costs.