He said "conversions" were falling, which means sales: http://successfulsoftware.files.wordpress.com/2013/05/adwords-conversions1.png http://successfulsoftware.

He said "conversions" were falling, which means sales: http://successfulsoftware.files.wordpress.com/2013/05/adwords-conversions1.png http://successfulsoftware.files.wordpress.com/2013/05/adword... But he doesn't say whether conversions-per-incoming-click are declining.