Create/Manage a PPC Campaign and Set Up Analytics

I sell a software product from my website. The obvious end goal of this project is to increase sales and decrease costs. To that end I need to begin by analyzing the current actions of visitors to the site I want to determine: 1. who is downloading the free trial and where did they come from 2. who is purchasing the software and where did they come from 3. how many of those that download the free trial end up purchasing 4. How many purchase without downloading first I already have Google Analytics set up on existing site but need to have goals set up and sales/conversions set up. I have an Adwords account. Actually I have two. One is being used and the other is empty. The one being used to drive traffic to the site is bleeding money like crazy and I don’t think it is paying for itself much less making money. This needs to be determined. Then fixed. Then I would like some keyword research done and suggestions made to optimize the Adwords. So, analysis plus modification equals increased sales at decreased costs. The website is scheduled for a major rebuild so onsite SEO will be taken care of then.