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.
I recently left a large company where I wrote Marketing Requirement Documents (MRDs) in Marketeeze. As I'm sure you know, Marketeeze is a language invented by a marketer's cabal to give engineers one more problem to figure out. The reason I'm joking about this (but not really) is because the next part is a bit embarrassing… I want to share what I've learned in my years of running PPC programs… in conversational English. Though it sounds silly, it's an effort to type stuff up without using phrases like gap-analysis, long-tail keywords and 'holistically looking at our analytic dashboards to extrapolate a psychographic micro-strategy.' I wish as was making this up.