Clodagh O'Brien is a content creator and strategist. Over the past 12 years, he has created and managed content for many SMEs and global brands. He is passionate about digital marketing and the impact of technology on culture and society. You can find her on Twitter or LinkedIn.
The general consensus is that aspects such as ROI and conversion rates are some of the most important metrics to pay attention to in PPC reports, but there are also a number of different factors to consider if you want to see the full picture. Each advertiser informs the host of the maximum amount they're willing to pay for a given ad (often based on a keyword), usually using online tools to do so. However, commercial firms' initial reactions to Ark Interface II's pay-per-visit model were skeptical.