This week I took a break from driving while talking marketing - please forgive! Anyway the topic is understanding how you can have an impact in each of the three components of PPC advertising: Impressions, Clicks and Conversions. The "Gift" strategy is outlined in the video. There are lots of variables, but I try to break it down to the really big, simple things. Remember, we're building toward more complex strategies. This is another foundational episode. To understand the variables at play, I've provided definitions for Google's Quality Score and Yahoo's Quality Index:

Quality Score is a Google measure of historical click-through rate (CTR) of the keyword and matched Ad, account history (CTR of all Ads and Keywords in your account), historical CTR of the display URLs in the Ad Group, Quality of Destination Page, relevance of keywords to Ads within Ad Group, relevance of keyword and matched Ad to search query, and account performance in geographical region. Quality Index is a Yahoo! measure of Bid or Click Price, Historical click-through data, Conversion data, Organic Rankings of Advertiser URL, keyword appears in Title, keyword in URL, Keywords on Destination Page, Other keywords at the Campaign level and a comparison between other sites competing on the same keywords.

You may have to go full screen to read the diagram.