by Laurie Sullivan Kenshoo CMO Aaron Goldman says to begin by defining goals. Ask yourself whether you’re trying to generate demand, create awareness, grow market share, or gain bottom-line direct ROI. Goldman says to choose the proper key performance indicators. Depending on the goals, choose the right KPIs to manage your campaigns. For awareness, focus on impression share and average position. For direct ROI, focus on cost per click, conversion rates and average order values. And test everything. There are so many variables involved in paid search. You never know which one will be the key to success — so you have to tweak them all, Goldman said. Read the full article on MediaPost.com.