Google AdWords Purchase PathFrom the early days of pay per click’s existence until just recently, the paradigm for ppc management was simply conversion based, or more precisely, a final click only valuation.  This means that ppc managers were held to a bottom line success metric and therefore defined keyword performance by any keyword in a particular campaign’s ability to become the final click that led to the desired action– whether an online sale, phone call, email or chat, contact or newsletter sign-up as some examples.We now know that final click does not deserve 100% value.  We’ll continue to investigate and
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