Are your ads generating impressions, but not producing quality leads? Here are the first things you should check.
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Whether you call them "users", "unique users", "visitors" or use the more general term "Traffic", it's important that you have a good understanding of the people that are visiting your website.
With pay-per-click advertising, unless you're already generating a ton of traffic, your campaigns are likely using a "Maximize Clicks" bid strategy.