Making use of ROI data and developing strategies to improve PPC bid management is the subject of the last part of the Inside AdWords series on using ROI data.

In the first part of these blog articles, ROI was defined and its importance explained. In the second part, it looked at the use of conversion tracking code in a Google AdWords campaign. This final section explains how to use the data effectively, to revise bids and improve the overall performance of your advertising spend. It includes some useful examples and explains the concepts in a clear and easy to follow fashion, including a footnote on the importance of lifetime value.