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Bidding for Margin Dollars

The more tightly your bidding is tied to the real value of the traffic, the better your performance.

Check out the full post at Search Engine Land for an analysis of how Average Order Sizes, margin structures and conversion rates can skew results when other proxies are used.

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  1. [...] PPC bids intelligently on your discounted terms – consider margin-based bidding or defining different econ targets for specific clusters of [...]