You will learn:

• When to consider using software to manage your PPC bids
• Why you shouldn't overlook the reporting tools provided by your bid management software
• Why there are multiple Quality Scores for every keyword-page combination
• How your click-through rate affects your Quality Score
• Why you should set high initial bids for your PPC keywords
• How to calculate the right ad cost-to-sales ratio for your business
• How to track multi-channel conversions
• Why you should consider the incrementality of branded keyword sales