Mastering the use of Google Adwords and effective pay-per-click campaign management is one of the keys to success in online business.

It is measured carefully through a program called Google Analytics, and can be administered more easily now through Google’s software Adwords Editor, which allows you to deal with your campaigns on your desktop, as well as online.

Google Analytics helps measure the metrics of the campaign, including how many times the ad was shown (impressions), how many times it was clicked on (CTR), and how much each click costs, to determine return on investment.

Adwords advertisers can then match the CTR to the number of sales or lead generation conversions to determine the cost of acquiring a new customer, and how much that customer’s overall value is. 

Lots of clicks and sales, no problem. No clicks, then there is something wrong with the ad.  Lots of clicks but no sales, then there is something wrong with the landing page.