If you are using pay per click, such as Google Adwords for marketing purposes then you need to keep a close on o what is happening and know how to improve your conversions. Adwords like most pay per click programs charges you a fee for impressions or for clicks.
If you notice that you are getting a lot of clicks through to your website but no or very few conversions then you need to spend some time investigating why. This often happens when companies advertise a product or service that they do not sell. People will see the ad, click on it and then leave the site if they don’t see what they expect to. Making sure that all your keywords point through to the relevant pages on your site is vital, do not necessarily send all your traffic through to the home page of the site as this will put people off as they do not expect to have to then search again.