If CVR drops, your ads might still be compelling enough to get efficient CTRs, but the quality of your targeting isn't great, because they're not performing a given conversion. Two of those marketers, Helen Overland from Search Engine People and...
The calculated fields (CTR, CVR, etc.shown in orange, will just be the same as in your total. And then assuming CTR, CPC, CVR remains even, calculate all your other numbers and a pretty different picture emerges!
If you’re unsure of which one to choose, my favorite is a combination of CTR and conversion rate, commonly referred to as conversions per impressions (CVR/IMP). Assuming you're testing your PPC ads on a regular basis, which I hope is the case, one...
