How To Protect Return On Ad Spend

How does a business grow its paid-search campaign at a "safe and steady pace" to drive more traffic to its Web site when it has tight cost-per-acquisition goals? Marketers need to protect return on investments. Justin Hill takes us through the steps needed to leverage data in search query reports, remove underperforming traffic, take advantage of exact-match keywords, and expand and optimize campaigns often by, at the least, focusing on top impression-generating search queries.

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