Response: Certainly, Avi. Metrics like PPC, CTR, and CPA played a crucial role in guiding our decision-making throughout the campaign. For example, we used CTR to assess the effectiveness of our ad copy and targeting. If we noticed a low CTR, we would conduct A/B testing on different ad variations to see which messaging resonated better with our audience. This allowed us to continuously refine our ads and improve engagement.

CPA was another key metric, as it helped us evaluate the cost-effectiveness of our campaigns. If the CPA was higher than expected, we would analyze the performance of specific keywords or audience segments and adjust our bidding strategy or targeting to optimize spend. This ensured that we were acquiring customers at a sustainable cost.

Additionally, we used geographic and landing page data to understand where the traffic was coming from and how users were interacting with the site. If certain landing pages had higher bounce rates or lower conversion rates, we would optimize those pages by improving the content, layout, or call-to-action elements to better align with user expectations.

By continuously monitoring these metrics and making data-driven adjustments, we were able to enhance both e-commerce traffic and sales outcomes, ensuring that our campaigns were not only driving traffic but also converting that traffic into meaningful business results.