Understanding performance history is critical to making the future of the account successful. If you inherit a PPC account from another management firm or another company, it’s important to begin running reports and gathering important data on key metrics you will be measuring.
Here are the key metrics that are important in every PPC campaign. This is a good checklist that will allow you to learn the account history quickly:
By running these reports you will know more about the account and will be able to use this knowledge to your advantage.
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