In the second part of a three part series on auditing your pay-per-click programs, Alan explains how to audit your search phrases, ad copy, and keyword bids.

Length: 23 min.

You will learn:

• Why you should focus on the quality of keywords, not the quantity
• Why growing sales from non-branded terms is essential
• Why the content of your ad groups is very important to the success of your PPC campaigns
• Why you need to keep a close eye on your marketing expenses
• Why the optimal ad cost to sales ratio depends on your margins
• Why you are not bidding against the competition, but against your own conversion rates