George Michie of The Rimm-Kauffman Group finishes off the three part series on auditing your ppc program. In this video George will walk you through a spreadsheet of paid search keyword data and shows you how to find the winners and losers, and more importantly, what to do once you know how your keywords are performing.

Length: 52 min.

You will learn:

• How to separate brand performance in a spreadsheet
• Why you need to be analyzing keyword level data
• Why you shouldn't analyze data across engines
• How to find keywords with inefficient performance
• Why classification schemes should not be tied to account structure
• Why performance should not vary much by traffic volume