PPC advertising is growing in size, importance, and complexity. Maximizing ROI is increasingly difficult as the marketplace becomes more competitive. This session will teach a step by step approach to evaluating your search marketing program and show you how to spot and correct the problems that plague many search programs. This session will give you the tools to assess whether your paid search campaigns are in good shape, whether managed in-house or by an outside agency.

Learning Points:

-Assess the audit approach used by The Sharper Image, and what the audit revealed
-3 key warning signs that can indicate major problems
-Pinpoint the detailed 8-step process for evaluating your program that can be performed in an afternoon