Google Adwords can become an expensive budget item for education marketers. Where there is keyword competition, each click can cost several dollars. Some clicks may also be poor quality or may be lost as the landing page is not sticky enough. Instead of optimising for clicks you may want to optimise for conversions.
Conversion optimisation in Adwords involves seeing how effective each ad click is at leading to a particular customer activity, such as a student application, phone calls, white paper downloads, app downloads, and newsletter sign ups. The conversion code goes in the thank you page after a visitor has signed up.
Eventually with significant volumes of clicks and conversions you can actually switch your billing to pay per conversion rather than per click, known as target cost-per-acquisition (CPA).