Deep Targets: 21 | Target NEP per Target: 0.80 | Success Rate: 57.14%

Jared Goff can also vouch for the value of improved personnel. He had the lowest deep-ball rate in the league during his rookie season, throwing just 11.71% of his passes at least 16 yards beyond the line of scrimmage. That number jumped up to 17.61% in 2017, and he was largely effective on those throws. Cooper Kupp played a big role in that.

Kupp was targeted on 21 deep throws this year -- tied with Robert Woods for the team lead -- and Kupp hauled in 12 of them. Woods was productive, too, just missing this list in 15th place in Target NEP per target. Sammy Watkins fell short of the cutoff with 19 deep targets, but his effectiveness lagged behind with just four of those resulting in completions.

What helped make the Los Angeles Rams potent down the field is that they weren't limited to just one deep option. Each of their top three receivers posed a threat in that portion of the field, allowing Goff to attack deep without forcing the ball into dangerous situations. Just 14.3% of Goff's passes were into tight windows, according to NFL.com's Next-Gen Stats, the fifth-lowest mark in the league among qualified passers. As a result, he threw just one interception on those throws all year.

Kupp isn't a speedy asset, and he's just one day younger than Watkins. Despite that, he was able to carve out a respectable role in an efficient offense as a rookie, and he should continue to get looks in 2018, as well. We shouldn't assume that his role as a slot receiver prevents him from getting high-leverage looks down the field, especially if he can carry his rookie-year efficiency into the future.