Efficiency Vs. Exposure

In order to effectively analyze information at a category level, many of our clients find charting to be a valuable tool for identifying pockets of opportunity. I’ve provided an example of how this works using a standard “Efficiency vs. Exposure” graph below. In this three-dimensional bubble graph, we are charting the efficiency of a keyword set versus the average position and volume, for a fictional sportswear retailer. In the chart, average position is on the y-axis, the x-axis represents efficiency (as measured by average cost-per-acquisition), and the size of the bubble represents the total volume of conversions for each category of keywords. For example, the group of “brand” terms has an average position of 1.1, an average CPA of $5.05, and drove the highest volume of conversions.

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Taken on November 19, 2010