31 May '14, 1pm

Quick and Dirty SEM Account Audit Basics | Search Engine People | Toronto

Quick and Dirty SEM Account Audit Basics | Search Engine People | Toronto

Budgets are important. They are one of the most fundamental parts of a paid search campaign, and something that needs to be looked at in an audit. A few things to look for is how the budget is allocated between areas of the account with differing levels of performance. Identifying campaigns that are losing impression share due to budget is a quick and easy win. Managing budget for more volatile, lower spending campaigns is slightly different again. In these cases shared budgets are probably a better choice as it allows for spend to be managed without losing traffic should a smaller, more volatile campaign perform better than expected. Assessing budgets as a part of an audit generally involves:

Full article: http://www.searchenginepeople.com/blog/quick-and-dirty-se...

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