The nitty-gritty paid search account health check: Part 2

Welcome to the second and final post in a two-part series about paid search account audits. If you haven’t read the first post, be sure to check it out here! Without further ado, let’s dive right into the good stuff — the remaining analyses standing between you and a perfectly manicured paid search account.

Keywords and negatives

Keywords are essentially the building block of your search campaigns, so needless to say, there’s always room for an audit. Here are some things to review:

1. Are there any keywords that are spending money without converting?
   

2. I look at this in different time frames, including the past 30 days or longer time frames, such as “all time,” because there could be keywords flying under the radar that may not be spending money quickly but that are slowly spending — like a small leak that can do damage over time.

[Read the full article on Search Engine Land.]