Once you have created your initial PPC campaign and have been able to capture and track the number of visitors it generates, their conversion rate, et cetera, with web site tracking tools then you will have a better perspective on what about your campaign really works, and where you might be able to “trim some fat.” Based on that information, you can build more campaigns to attract your potential customers. Moreover, because ads earn their position based on performance and per-click cost, a strong performance history could mean that you will end up paying less to maintain the position of your ads.

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