A lot of individuals or businesses who start using PPC advertising do so with hopes of sales and conversions every day, with constant improvement from the off. Whilst it is eminently possible to have great results, these have to be combined with realistic expectations.
Basically, your PPC campaigns will have both good and bad days. It takes some experience (and a little bit of self-restraint) to realise that one bad day does not mean wholesale changes need to be made. It is very tempting to constantly meddle with keywords, ads etc. but the success of campaigns needs to be judged over a longer period of time than just one day. Similarly, one really productive day does not mean everything is perfect and the campaign should just be left to run without supervision. A middle ground needs to be found, with decisions made on trends and patterns over days, weeks and months.
Take the following campaign as an example: here are the statistics for the first week in December 2012:
This makes for fairly depressing reading, however, fast-forward one week and the results are showing significant improvements:
Despite CTR and Average Position slightly worsening, 9 conversions came through. This is a perfect example of the sometimes volatile nature of PPC advertising.
Some PPC campaigns are focused on obtaining sales, sales and more sales. Fair enough. However, a day or two without a sale does not mean that the campaign has not been producing the goods in other areas.
PPC adverts get your brand name out into the public domain and let Google users know what your company is all about. This brand awareness can prove to be invaluable. For example, a user may not click and convert this time but you are now an option for them in the future.
Make sure that you are open-minded when it comes to your campaign. Conversion rates, Cost per Conversion and Number of Conversions will always be vital statistics, but they are not the only statistics or outcomes that matter.