Myth Busters: Conversion Rate is the Best Metric for Measuring Ad Copy Test Results
Best practices for managing paid search campaigns are full of commonly held assumptions, many of which are more myth than fact—especially when it comes to SEM ad copy. This Myth Busters series tackles these misconceptions one blog post at a time. In this installment, we dispel the myth that conversion rate is the best metric for measuring ad copy test results. The myth As a direct-response advertiser, driving revenue and conversions is your number one objective. The ad copy with…