This is one of the most important elements of PPC Advertising that everyone should understand. If an internet user arrives to your website and then does whatever it is that you want them to do, they create what is known as a conversion. For example, a conversion could be buying a product, it could be signing up to join a newsletter, it could be filling in a form to share contact details, anything. What you want them to do is irrelevant in many respects. It is whether they do it or not that is important; whether they “convert” or not.