Truth About Pay-Per-Click Search Advertising, The Quotes

“Even though the search engine media invoice you pay is based on CPCs, the reality is that the search engines are actually running their keyword visibility auctions based almost entirely on eCPM (effective Cost Per Thousand Impressions...C is used because it is the roman numeral for thousand) and eRPS (effective Revenue Per Search). Because the search engines are, in essence, packaging up CPM advertising in a CPC layer, it is critical that marketers understand the algorithmic basis for these decisions.”
― Kevin Lee, Truth About Pay-Per-Click Search Advertising, The