The Health Check of the Paid Search Account: Part 2

Welcome to the second and final article in a two-part series devoted to paid search accounts audits. If you have not read the first message, be sure to check it here! Without further ado, let's dive into the good stuff – the analytics that linger between you and a well-maintained paid search account.

Keywords and negatives

Keywords are essentially the cornerstone of your search campaigns. It goes without saying that verification is always possible. Here are some things to say:

  • Are there keywords that spend money without conversion?
    • I'm looking at this in different time frames, including the last 30 days or so, like "all the time", because there could be keywords flying under the radar that do not spend quickly money but spend slowly – like a small leak that can do damage over time.

[Read the full article on Search Engine Land.]

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