In this chapter, Michael Stebbins shows you how to apply the interrogator's template to answer questions about your paid search (PPC) advertising performance. Use this technique to increase the return on investment (ROI) across all your PPC campaigns including AdWords, Yahoo! Search or MSN AdCenter.

Length: 14 min.

You will learn:

• How to apply the Interrogator's Template to pay-per-click analysis
• How to identify underperforming keywords that are costing you money
• How Google Analytics and ClickTracks differ when reporting PPC data

Related content:

• Stop Wasting Time with Web Analytics Chapter One
• Stop Wasting Time with Web Analytics Chapter Two