0:00 Welcome and housekeeping.
25:53 Flying blind.
42:30 Audience questions.
Why your ads get shown to the wrong people - people who don’t want to buy what you sell.
How see the actual search terms that triggered your ads.
How to use these to add negative keywords to stop Google showing your ads to the wrong people in future.
How to use Google’s built in reporting features to have this information sent to you every month.
Conversion tracking and why you need it. How to use conversion tracking to troubleshoot an AdWords account.
Demonstration: How I use the cost per conversion metrics can to identify significant waste in an AdWords account.
Finding the actual search terms that people used to find your website.
How to decide which keywords to use.
How much to budget for an AdWords campaign.