Why Averages Still Matter in PPC

by Larry Kim
There have been a rash of tweets and blogposts recently talking about the problems with using averages in PPC marketing. For example, this one where Julie Bacchini argues that “averages are a sucky metric”: While it’s true that sometimes averages can be very misleading, the problem with the above data set is the huge population variance and standard deviation in the sample.Read the full article