It is important to identify specific goals for an AdWords campaign, so that the advertiser can then:

It is important to identify specific goals for an AdWords campaign, so that the advertiser can then:

• make strategic changes to the account to improve performance.
• upload goals to the “Advertising Goals” section in their account.
• bid separately for each ad variation based on its performance.
• manually increase clickthrough rate (CTR) to improve performance.