Stop judging your marketing performance by a single number. I was recording a po
By Michael Erickson Facchin · June 9, 2026 · Curated by George's Blog
Stop judging your marketing performance by a single number.
I was recording a podcast episode recently, and we got deep into how most brands set themselves up for failure by looking at their data through a "one-size-fits-all" lens.
Before you judge your results, you MUST segment.
Here is how I break it down:
• Brand Terms: High CVR, Low CPS, but very little patience. This is your core, protect it.
• Generic Terms: Medium CVR, wide CPS range. This is where the growth is, but it needs constant exploration.
• Competitor Terms: Low CVR, huge CPS range. This is strategic, not efficient. You’re buying market share, not just clicks.
Which would you rather have?
A) A campaign with a 10% CVR that only targets people who already know your brand.
B) A campaign with a 2% CVR that consistently steals market share from your biggest competitors.
Tell me which is better and why in the comments.