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You are CEO of a small e-commerce shop and your team is debating AdWords performance metrics to maximize profit. Budget is unlimited as lon...

Whose recommendations most effectively position you for maximum profit?

You are CEO of a small e-commerce shop and your team is debating AdWords performance metrics to maximize profit. Budget is unlimited as long as ROI is positive. Whose recommendations most effectively position you for maximum profit? 

A) Lou: “We get a CPA of $15 on our e-mail campaign. Lets meet or beat that benchmark across all marketing platforms.”
B) Joe: “An MBA class once suggested ad-spend should always be 9% of revenue. Lets use that as our target ROI.”
C) Jane: “A $15 CPA is okay, but if we could get it down to $10, that would give us more profit-per-customer.”
D) Pete: “Lets start by verifying our campaign is profitable, then test different CPA tarets to find which maximizes total profit.”