A Click is the most important action of a PPC campaign. Each click represents a user getting routed to the client’s website. Without this click there would be no traffic and no conversion. So, once a user has done a search for a specific keyword they are looking for information about that keyword, or at least information relating to that keyword. So now they have been directed to the search result page, and see an ad that looks interesting to them. The ad has the keyword they typed in as the title and it lets them know that if they click on this ad they will receive the information or services they are looking for. The user clicks the ad and is taken to a web page that relates exactly to what they wanted to know about. These clicks are important in directing traffic to the client’s website but the number of clicks also helps the advertiser know important information about the relevance of the ad, keyword etc.