I talk a lot about the importance of PPC campaign metrics such as CPA (cost per acquisition) and conversion rate (percentage of clicks that turn into conversions), but at the heart of these metrics is the actual conversion. As defined by Google:

“A conversion occurs when a click on your ad leads directly to user behavior you deem valuable.”

This user behavior may be a purchase, a whitepaper download, or a page view in an important area of your site. As with your other marketing media, PPC is a channel that needs to be tracked.

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Google AdWords is an amazing advertising platform but, like most things, there is always room for improvement.  I will take a look at various AdWords features and voice my concerns while explaining why improvements are necessary.  As a precursor, I have spoken with my Google representative about my concerns and she has assured me that they are being taken into consideration.

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