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What is a PPC expert witness?
PPC expert witness: A PPC expert witness (Pay per Click expert witness) will conduct technical analysis in order to provide an opinion concerning pay-per-click (PPC) advertising, which is the online advertising model in which advertisers' ads are associated with certain words on search engines, the ads can appear when a person searches with those words, and the advertiser pays the search engine when the person clicks on the ad.

A PPC expert witness is also known as a pay-per-click expert witness or a search engine marketing expert witness (aka, SEM expert witness).

There are a wide range of analysis that a PPC expert witness can provide, including revenue, revenue harm, trademark infringement, and advertising traffic, among many others.

Some of the many PPC metrics are:
  • Impressions
  • Impression Rate
  • Clicks
  • Cost per Click (CPC)
  • Click-Through Rate (CTR)
  • Quality score
  • Conversion rate
  • Cost per Conversion
  • Total conversion value
  • Return on Ad Spend (ROAS)
 
(as of 2021)
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