How to track conversions in Analytics to optimize AdWords campaigns

I have seen things in AdWords you human wouldn’t believe… (even in agencies or companies which should be above all suspicion). Spasmodic attention to CTR. I have a 10%, so the campaign is perfect! Billions of useless campaigns or groups. As if there was someone else to control and optimize them (and quality scores could skyrocket […]

Can you measure the optimization of your AdWords account? (Infographic)

In over ten years of experience managing AdWords campaigns I have always been asking myself if there was a universal quick and objective method to evaluate an account, independently from its goals, budget and structure. I realized that the answer was positive only a couple of years ago, and since then I have systematically been […]