Section 11.4. Action Items

11.4. Action Items

To improve the performance of your AdWord campaigns and groups, and more easily manage your AdWords account, you should:

• Monitor the overall Campaign Summary window for performance daily.

• Monitor the summary window for each active campaign daily.

• Monitor the summary window for each active Ad Group daily.

• Understand the meaning and implications of Ad Group performance.

• Learn to use the Ads Diagnostic Tool to see if your ads will run against specific search queries.

• Optimize ads using the Keywords Tool and the Traffic Estimator.

• Learn to use the tools available for modifying ads, keywords, and settings on an accountwide basis.