Traffic to your website is nice. But it doesn’t put money in the bank. The goal of any website should be to to increase the number of visitors who convert. It’s about getting that traffic to take some action that drives them closer to becoming a customer.
I have seen a number of paid campaigns, specifically AdWords, with ads that send people to the website, but there is not a defined goal or clear action step when the visitor lands on the site. Learn some tips for improving your AdWords conversions in my post at Supermetrics.com.