AdWords reporting questions - RPC & Margin?

[#1]

I am looking at analytics via Adwords under Advertising > Campaigns > Clicks. What does RPC mean?

Also, in this report it shows negative values for ROI and Margin. Can anybody explain how to interpert these values?

Thanks, Kathleen

[#2]

Hello Katfitz; welcome

RPC= Revenue per Click;

Read more:

About the Clicks/Cost Report

http://support.google.com/analytics/bin/answer.py?hl=en&answer=2803344

[#3]

Revenue Per Click :
It’s simply the average revenue for each individual click on all of your pay-per-click keywords and ads. When your Google Analytics account is synced with your Google AdWords account – and “Destination URL Auto-Tagging” and “Cost Data” are enabled – the AdWords sub-section of reports within the Traffic Sources section becomes enabled. Within that first “AdWords Campaigns” report, you should see a new 4th tab in the main report area, named “Clicks”. This is an import of all of your top-level Google AdWords data, just as it appears in the AdWords interface.

[#4]

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