What is RPV in search arbitrage?
RPV is revenue per visit: total feed revenue divided by the number of visitors who arrived on your page. It is the most useful single number in search arbitrage because it can be compared directly with cost per click. If RPV is higher than CPC you are making money on that traffic; if lower, you are losing it.
RPV rolls three things into one: how many visitors click a keyword (Lander CTR), how many of those click an ad (Ad CTR) and what each ad click pays (RPC). A fall in RPV can come from any of them, so when it drops, check each in turn.
Illustration: 2,000 visits, 900 keyword clicks, 380 ad clicks and $285 of revenue. RPV is $0.1425. Lander CTR is 45%, ad CTR is 42.2% and RPC per ad click is $0.75. If you paid $0.11 per visit, spend was $220 and profit $65. Some feeds report RPS or RPM instead; convert them to a per-visit figure before judging a campaign.