PPC Advertising Success

Return on ad spend (ROAS) is not the most important metric to pay attention to, when measuring PPC advertising success. ROAS is secondary! Steve explains why in this 3-minute video. The most important PPC metric is adverting cash flow (operating margin) which in eCommerce campaigns, is simply the revenue generated minus the ad spend used to generate the revenue. In lead generation campaigns, it is conversion value minus the cost of advertising.