re: adwords - impressions vary from industry to industry. instead of focussing on impressions as a measure of success, here is what you ought to test when running an adwords campaign:
Test 1: are people clicking on my ad? are they at all interested in what i'm offering
Test 2: if not clicking, then how can i change the ad to gain clicks?
Test 3: if not clicking, how can i change the keywords i'm bidding on?
Test 4: if click throughs == true, how is the landing page working? am i converting people via an email sign-up or some other call to action?
Test 5: if people are coming to the LP but are not interested, how can i improve conversions? A/B test components of the landing page is a good start.
Test 1: are people clicking on my ad? are they at all interested in what i'm offering
Test 2: if not clicking, then how can i change the ad to gain clicks?
Test 3: if not clicking, how can i change the keywords i'm bidding on?
Test 4: if click throughs == true, how is the landing page working? am i converting people via an email sign-up or some other call to action?
Test 5: if people are coming to the LP but are not interested, how can i improve conversions? A/B test components of the landing page is a good start.