Just Six Numbers; Numbers that govern the Universe and Search Engine Marketing

Astronomer Royal Martin Rees shows us that the universe can be characterised by a mere six numbers, in his excellent, intriguing and not over complex book; Just six Numbers:

These six numbers constitute a 'recipe' for a universe:

• Δ (delta), is the number of spacial dimensions we live in (3D).

• N (nu), the ratio of the strength of gravity to that of electromagnetism (10³⁷).

• ε (epsilon), (0.007) the ratio of mass lost to energy when hydrogen is fused to form helium. Subsequently it describes how firmly atoms bind together.

• Ω (omega), describes the amount of dark matter and other material contained in our universe (lots). The 'Observable Universe' weighs in at 3x10^52 which is thought to only make up 5% of the universe the other 95% is made up of dark matter & dark energy.

• λ (lambda), the cosmological constant (or anti gravity, which is very small).

• Q, related to the scale at which the universe looks smooth (1/100,000).
  

In our Universe these numbers seem to have been finely tuned so that intelligent life can exist. If these numbers were any higher or lower we would have taken a different form or never existed in the first place. Interestingly if there are multiple universes outside our own universe these may have different values for the six numbers and therefore different physics entirely. Consequently if there are infinite amounts of universes, then there was bound to be one that was tuned for the existence of intelligent life?!

Search Engine Marketing: These six numbers/metrics constitute a ‘recipe’ for a great search campaign:

• CTR, (Click through Rate), if your creative is relevant to your keywords this will be high.

• CPC, (Cost per Click), if your keyword is relevant and therefore has a high CTR which equals a high quality score, you can have a low CPC.

• CPA, (Cost per Acquisition), this metric is useful for optimising bids depending on keyword CPA performance.

• CTC, (Click to Conversion), if you have a good landing page relevant to your keywords this should be high.

• ROI, (Return on Investment), bid optimisation depending on keyword performance can boost your ROI.

• IS, (Impression Share), this metric indicates how dominant your campaign is. Brand keywords should preferably be 100%.

Get these numbers finely tuned and you find yourself with an intelligent campaign!