There's a common misconception that many (if not most) online marketers or site owners fall into when attempting to drive business to their website.
Traffic volume is essentially meaningless.
Some so-called AdWords 'Gurus' are the worst of the lot when it comes to overestimating the value of traffic. (don't get me wrong, there are real AdWords gurus)
It isn't helped by the fact that AdWords itself focuses on a CPC (cost per click) payment method. Many internet marketers are concerned predominantly about either the CPC or the CPM (cost per thousand impressions of each ad) of their campaigns.
Both of these methods are about determining value, but taken alone they fail to give an accurate picture about the true value of your traffic.
Let's look at how your campaign could be getting more bang for its buck.