How might you explain to an account manager why she should identify how much a conversion costs when setting up conversion tracking for a client’s Search Network campaign?

Cost-per-conversion data can indicate whether her profit will increase
Cost-per-conversion data can be compared with competitors’ cost-per-conversion data
Knowing the cost-per-conversion can help her better optimize the campaign’s keywords
Knowing the cost-per-conversion can help her better optimize the campaign’s bids and budgets

The correct answer is:

Knowing the cost-per-conversion can help her better optimize the campaign’s bids and budgets.