Google Adwords Performance 

Imagine a Google Adwords ad that performed as follows:

$1.00/visitor, 100 visitors
20% go to your selling page  (20)
5% accomplish goal (fill in form, etc.) (1)
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The cost for this is $100/sale.
If your product costs $50, you lose $50 per sale.

Now, imagine that I was able to improve this for you:

$1.00/visitor, 100 visitor
50% go to your selling page (50)
10% accomplish goal (fill in form, etc.) (5)
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The cost for this is $20/sale
If your product costs $50, you earn $30 per sale.