Chapter 13: Managing Campaign Performance & Optimization
📈 Key Metrics to Track
- Impressions & Clicks
- Click-Through Rate (CTR)
- Cost Per Click (CPC)
- Quality Score
- Conversions & Conversion Rate
- Return on Ad Spend (ROAS)
🧪 Optimization Tips
- Regularly review your search terms report
- Use negative keywords to eliminate waste
- Split test ads and landing pages
- Adjust bids based on performance by device/location/time
- Use automated rules or scripts for efficiency
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