Often, after we take over a Pay Per Click (PPC) search engine advertising campaign for a client (such as a Google AdWords campaign) we get a panic call from the client that goes something like this, “You’ve lowered my Impressions!” or “My Click-through rate has gone down, What are you doing!” or “The number of Clicks to the site is down!”

Our goal when managing a PPC campaign is to bring targeted traffic to the site that is engaged enough to convert in some manner, whether this is filling out an inquiry from, purchasing something, picking up the phone and calling, downloading an important white paper, visiting a brick & mortar facility, or at the very least spending a reasonable amount of time on the site.

In this post I’ll show you some actual examples from client campaigns where we’ve lowered one of the metrics such as Impressions, number of Clicks, and even the Click–Through Rate (CTR) while we increased the number of conversions or a lowered the cost per conversion or both.