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I’ve been down this road; I focus on variables we directly control. CPC, CTR, and CVR are shiny metrics but aren’t *directly* controllable at scale. As another poster said, look at IS lost to budget, rank, as well as the usual suspects to create a better picture of where your opportunity lies. I find that companies that look at the big 3 only often miss that their market may not even be expandable in Search, for example, since their spend and quality are already at or past the point of diminishing returns.
I used to run a multi-variant model that incorporated these metrics to arrive at “quick win” places to invest/pull back. It’s a bit different in today’s ecosystem but it’s mostly still relevant. How are you modeling things like budget changes right now?
