Multiple metric optimization refers to the class of methods that seek to maximize a marketing goal (for example, ROI/Revenue) using more than one event in the click path. Examples of these metrics are clicks, leads, revenue, purchase, visit time, times of day etc. It is important to note the word “optimization†in the context of bid management necessitates the need for statistical algorithms.
http://searchengineland.com/the-what-whys-hows-of-multiple-metric-optimization-24151
An SEO Monopoly can be compared to fishing. A traditional SEO campaign is equivalent to throwing one bait in the water and an SEO Monopoly campaign is more like throwing 10 baits, all in different locations.
