Paid search is hot. Well, it's been hot for a while â€" at least the past 5 years. And it continues to grow: according to eMarketer, search spending will reach $11,422 million this year. But with all this growth and attention on the click, most conversations on PPC start and end there â€" from bids, to ads, to keywords and more â€" without any mention of how to convert the click. But if you think about it,