You are leading the paid search campaign for a local retailer whose primary goal (KPI) is to sell items from their watch department; the watches are on a particular landing page with a quality score of four.

In your PPC campaign, you have a set of keywords that, when combined with the ads that you have built and tested, are converting at 10% and generating a significant amount of traffic (and sales) to your site. The average cost per click for this group of keywords is $2. The issue is that the cost of conversion is $20, which is higher than your budgeted marketing expense per unit by $5.

In your initial post, complete the following:

Discuss three PPC campaign optimization tactics to reduce the average cost per click so that the average is $15 or less. Include References and intext citations