With increased pressure to make the most of every marketing dollar, many marketers are taking a hard look at how their PPC efforts are - or are not - delivering now. Beyond ad copy and keywords, research shows that optimizing for post-click conversions not only helps you combat rising keyword bids and competition, but also provides the strongest ROI. You can significantly improve results without increasing costs - and in many cases, dramatically reduce costs - with the right PPC campaign strategies in place.