Once you have done the difficult part of choosing keywords and writing ad copy and put them online, you will start to see some results from your campaigns. Based on these results, you can optimize your account in a few ways.
The first optimization technique increases traffic to your website. This chapter shows you how to gain more impressions and more clicks for your account. Then, once you have visitors, you’ll learn how to gain more page views from them.
The second optimization technique increases conversion rates. You’ll learn how to increase these rates and explore additional conversion types that help move your visitors through the buying funnel.