Owner Courtney Herda was recently interviewed in a podcast for the Internet Business Kickstart talking about Pay Per Click advertising (PPC) with a focus on the small business owner or the DIY/in-house PPC manager. She shared her top five tips for a successful AdWords campaign. While you have to listen to the podcast to get all the tips, the number one, most important take away from the podcast is that you must define conversions and track account performance in analytics. This should be priority one in any PPC campaign because click data can only take you so far, whereas viable conversion data can give you the tools you need to increase sales, performance, and revenue.