In this video I talk about the Google Conversion Optimizer tool and how it works.
If you really want to optimize your ppc campaigns with Google Adwords, then you should learn how to use this tool.
It works great for me on my Adwords Display Network campaigns.
If you advertise on the display network, you can use this tool to increase your number of conversions and lower your cost per click. You can basically tell Google how much you are willing to pay per conversion or sale, and their system will automatically optimize your campaigns to get you conversions at or below what you believe your specific conversion is worth.
Check out the video below for more.