Joseph Kerschbaum provides some tips for those thinking about consolidating AdWords campaigns. After doing it for a client, he shares his experience and runs through the process, from reviewing the stats to coming up with a plan of action to long-term implications.
Sure the process can be effective, he writes, but it's important to consider what it means in terms of managing the PPC account in the long term. For those who take the plunge, he adds a few additional notes to make moving campaigns or ad groups easier.
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