Excerpt from: Don't Waste Money on Google Adwords
A successful Google AdWords campaign is one that is well structured, targets relevant and commonly searched keywords, contains winning ad copy, and points to a search engine optimized website.
Judging the success of a Google AdWords campaign depends on your own business objectives. For the most part, people consider a Google AdWords campaign successful if the Google ads drive significant new website traffic and increase conversions. Yet all successful Google AdWords campaigns follow these simple rules: well-structured campaigns, relevant and commonly searched keywords, winning ad copy, and a search engine optimized website.
If you’re looking to increase website traffic, you’ll judge the success of your Google AdWords campaign on whether you reach your traffic target. If you’re looking to increase conversions, such as selling products or getting people to request more information about your services, then you’ll judge the success of your Google AdWords campaign on whether you achieve your sales target or your target for new inquiries.
To learn every phase of building a successful Google AdWords campaign, read Don't Waste Money on Google AdWords.