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The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns by Lori Calcott, Bart Weller

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C H A P T E R  10

Account Management and Optimization

Once you have your accounts up and running, the next step is to create a routine and process for maintaining your account on a daily, weekly, and monthly basis to ensure you’re meeting your goals and seeing a positive ROI. AdWords is definitely not a set-it-and-forget program. Getting everything up and running is only the first step.

There isn’t one magic answer to creating a profitable AdWords campaign. But the advantage to running AdWords campaigns is that you have a wealth of data to help you make decisions and optimize your account. This chapter will highlight areas in your account for managing this information. As you optimize your account, keep your goals in mind. Remember that new ...

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