Note: This post was originally published on LinkedIn. Click here to view the original post.
The beginning of the year is a great time to take an in-depth look into your pay-per-click (PPC) accounts and assess its architecture. Much like an annual checkup with a doctor, it’s important to review every component of your account at least once per year. While most marketers make regular optimizations to their campaigns and habitually analyze statistics, some get tunnel vision and forget to look at the whole picture. In doing this, they run the risk of losing out on valuable traffic or missing inefficiencies that damage ROI. Continue reading