The objective of Google Adwords campaign management should be to maximize the number of impressions and click through rates (CTR’s) and reduce click costs and increase profits.
This means that it is not just about getting as many as possible clicks or the maximum possible impressions since your cost per click (CPC) plays a vital role in how profitable your campaigns will be.
It’s also important that you track the conversion cost for each keyword. Often keywords with high CTR’s will have low conversion rates and others with low CTR’s will have high CTR’s.
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