Should You Be Taking a Loss on Your Paid Search Campaign?

The general rule of thumb in pay per click (PPC) advertising is that you should never spend more money on a ‘click’ than the value per visitor (VPV) derived from the sale of the product or service you’re advertising.

Conventional thinking suggests that if your cost per click (CPC) is greater than your value per visitor, you are losing money and need to abort your PPC campaign. But, this is not always so.