Paid Search allows us to acquire significant volumes of high-quality traffic which not only generates clicks and conversions across the Paid Search channel itself, it also results in attributed conversions and revenue across a wider channels via a range of attribution models and assisted conversions (people who initially visit the site via Paid Search and then return via an Organic Brand Search or the Direct channel). Our objective here was to reach a break-even point when acquiring Paid Search traffic (defined as margin – all applicable costs), which would then allow us to really maximise traffic via this channel, boosting overall site traffic, revenue and profit.