Reviewing paid search campaigns on an ongoing basis will ensure that they are performing as expected or establish whether they need be adjusted for changing business or market priorities. This chapter looks at how to manage this process, covering:
- Campaign review: From detailed account performance to the identification of problems and opportunities, what points should be included in a campaign review, and how often should reviews take place?
- Keyword performance: Why is it important to make ongoing adjustments at keyword or ad group level, and what checks should a performance audit include?
- Troubleshooting: What are some common problems found at both account and campaign level, and how can these been rectified?