How To Play The AdWords Game

Looking at enhanced cost per clicks in AdWords, Jessica Niver explains how to gain and use metrics from the platform so Google doesn't take the campaign's entire budget without giving back enough return for the investment. She directs us to the Conversion Optimizer tool to explain why campaigns must reach a certain threshold before marketers can use it, and suggests that the more consistent and historical conversion data the campaign provides, the better this tool will perform.
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Tags: ppc, search
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