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The three numbers would be: Conversion value - whether this be the value passed from eCommerce tracking or assigned values for completed actions that have been nominated.  Without tracking a value or assigning any value it becomes difficult to effectively measure performance at a keyword level.  Every account must have measures of success. Conv. value / cost - are you receiving more than what you are paying per click.  Once you assign a value for margin you should be able to adjust CPC easily based on the return you are getting back CTR - what % of the market are you winning, once your keywords have passed the profitability test the main goal should be to increase CTR and subsequently improve quality score which will decrease CPC's. Following these rules should ensure most profitable keywords are focused on to increase ROI and campaign performance.