To maximize conversions, you need a solid tracking system and you need to split test as much as you can. That means pinning one ad versus another always and always trying to beat the performance of your best ad.
It also means pruning your account as often as possible, getting rid of the junk and testing new keywords constantly.
A rock solid campaign can have 5 performing keywords and that's all. Others have hundreds of converting keywords, but you don't need a high volume of traffic with ppc, you just need to make sure you convert as much traffic as you can.
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