"...nearly every study done on QS measures its impact on just one metric: Cost per Click (CPC).
It’s an important stat, don’t get me wrong – but looking at only CPC doesn’t matter much to our clients at the end of the day.
Why? For one, cheap traffic isn’t always good traffic. For a lot of businesses, the terms worth getting clicks on are the ones with the highest competition and the most cost-ineffective CPCs.
My point is: Our bosses and our clients don’t care about CPCs in and of themselves. They want more leads. They want cheaper leads. They want more-cheaper leads! "