Google Actually let me rephrase that - Google SHOULD BE your #1 pay-per-click (PPC) customer. When advertisers & business owners (i.e. you & me) start running AdWords, it is in our best interest to embrace what Google wants. And just like our favorite customers, once we know their likes and dislikes, we find that they WANT TO reward us by driving campaign costs down and conversion rates (i.e. revenue) up.