Yahoo search marketing can prove to be a highly profitable means of reaching your target audience in search. Unfortunately, Yahoo’s campaign management interface is relatively unintuitive when compared to that of Google AdWords. To make the most of your PPC campaign, possessing a solid understanding of the tools you’re using is mission [...]

CTR can be a deceptive little metric in your paid search analytics.  Too often I’ve seen analysts base their entire optimization strategy on this single acronym–unfortunately, to the detriment of the campaign.  Let’s talk about what CTR is, how it is commonly misused in optimization, and how it should be interpreted in analysis.
What is CTR?
Standing [...]