Success Happy

What are some of the metrics one would use to judge if a paid search (SEM) campaign was successful?

I've worked with SEM before but more on the ad-hoc reporting side as opposed to the analysis. I was curious to know how do people judge the success of specific keywords or keyword buckets?

Public Comments

1. Click Through Rate (CTR) Cost Per Click (CPC) Conversion Rate (CR) Cost Per Lead (CPL) Cost Per Sale (CPS) Cost Per Acquisition (CPA) Average Order Value (AVO) Finally the two that REALLY count !! Return on Investment (ROI) Return on Ad Spend (ROAS)