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Anyone doing PPC is used to checking their campaign, ad group, ad, and keyword performance regularly.
Conversion rates directly correlate to the value of the traffic they send. The higher the conversion rate, the more valuable the traffic the keyword delivers. Therefore, the keyword can afford a higher bid. But if this is all you’re looking at, your campaigns could be performing much better, and you wouldn’t even know it.
The reason is that the collection of clicks and sales that produce your conversion rate aren’t all happening at the same time, location, or even device.
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