Date Added: Jan 2011
Return on investment (ROI) has to be a primary concern in a Pay Per Click campaign. One can determine ROI by calculating how much revenue click-throughs and purchases generate and then subtracting the amount one has spent on advertising. If the ROI is low or negative, then one will want to tweak the ads to increase traffic or opt for less expensive keywords. Certain competitive keywords come at a premium. If you have chosen a set of those expensive words, you may have to consider keywords that are less competitive.