5. Adgroups
• How to organize
• Budget control
• Testing
• Ad copy control
6. Budgeting
• Forecasting 1% and 2%
• Brand Impressions
• Lead generation
• Break even cost-per-acquisition (CPA)
• ROI from Life Time Value (LTV)
7. Cost Savings
• Click through rates - higher the better,
unless too high
• Quality Score - three tiered black box
• Negative Words - use Keyword Tool, Search
Query Report