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Our commentary: With a lot of businesses using Google Adwords as a large part of their online marketing efforts I think its key to understand the ultimate metric (Sales!) and how to utilize tools to make this channel as affective as possible. Imran Farooq has created a guide to auditing your AdWords account to ensure you are maximising your Paid Search efforts.
Marketing implications: There cannot be a better time to audit your paid search efforts, with the summer months almost over and the next peak sales time only weeks away (dare I say the word... Christmas) it is well worth taking the time to step back from fine tuning your click-through rate and take a top level view on your account. Checkout the guide on the link before and be sure to keep any eye out for part 2, coming soon.
Recommended link:Auditing your AdWords account to improve conversions
By Chris Soames
Chris Soames is a Smart Insights blogger and consultant, he has worked in digital marketing for over 6 years with the last few years managing international web strategies for a leading travel brand. Now the Commercial Director at First 10, an Integrated marketing agency, he helps clients get clarity on their marketing strategy and create campaigns engineered to engage with their consumers to help drive sell-through. Most of all, Chris enjoys working with talented people who want to create great (& commercial) things not just tick boxes.
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