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Pay-Per-Click Search Engine Marketing: An Hour a Day by Joseph Kerschbaum, David Szetela

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Chapter 9. Month 6—Optimize Your Campaign

Now that your campaign is active, your next objective is to monitor and improve your campaign's performance. Google provides excellent tools and reporting functions that help you pinpoint the challenges and opportunities within your account.

In this chapter, you will learn how to generate and interpret campaign performance reports. You will also learn how to turn your analyses into action plans that will help you reach the ultimate goal of the professional PPC campaign manager: steady improvement in sales volume and profit.

Chapter Contents

  • Week 21: Review Your Top-Level Reports

  • Week 22: Review Your Deep-Level Reports

  • Week 23: Create Additional Useful Reports

  • Week 24: Act on Your Data and Optimize Your Account ...

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