Optimize your Adwords account smarter than monkeys

How do you find anything left to improve in campaigns that have been carefully worked on for years? Petra Brodilová works at Google, and her typical day starts with someone asking her to take a look at their campaigns. For this talk she asked on Facebook for a well-tuned account, and Adam offered the campaigns of the Czech e-shop Snowboard Zezula. One day spent in his account turned into ten tips on how to review an AdWords account in 2013.

You'll learn what the Top Movers report is for, why a low click-through rate on search partners is no reason to pause a keyword, and how impression share and the search terms report reveal a lost quarter of impressions. Petra also shows search remarketing on keywords like snow reports, flexible bid strategies within a single campaign, a simple formula for judging sitelinks, and why mobile and brand budgets deserve separate attention.