What Defines a High Performing PPC Campaign?

Conversions, Leads, Cost Per Acquisition (CPA), Return on Adspend (ROAS or ROI). There is no definite answer to this question, however too many people use conversions as the factor of their success. Conversions are great, but do NOT define a successful campaign. There is another factor involved that is needed before you decide the conversion was worth it. You need the revenue that conversion generated and the cost of the ad that brought the customer to your site.
For example, you normally get 100 conversions a week at a cost of $500. First question to ask is, how much revenue did the 100 conversions bring in? If you sold $300 worth of products and spent $500 on the ads, you are losing money. If you increase these types of conversions, you will keep increasing your losses. You can even bring it down to the keyword level and find out that out of the 100 conversions, only 3 keywords where converting. Word A cost $100 and brought in $400 in revenue, the other 2 words cost $200 and brought in $100 in revenue. Take Word A and expand upon it, find 2 and 3 keyword phrases and similar words to increase your ROI. Decrease position or remove the other 2 words.
Getting this information can be costly. Some programs, like Yahoo’s Marketing Console, cost around $150 per month for a smaller site, but well worth it.