7. What is PPC? Pay-Per-Click (PPC) Advertising Managed through Google AdWords Bid on keywords Ad position is based on an auction Structure Campaigns, Ad Groups, Ads, Keywords
29. Reporting Search Query Reports Adding negatives and new keywords Monitoring Performance & Identifying Problems Filters Ex: Filtering all keywords that contain the brand term Ex: Filtering all keywords that are spent more than $50 and got zero conversions Segments/Dimensions Tab Ex: Look at “Day of Week” aggregated data to find patterns