What Every Multichannel Merchant Should Know About Paid Search Performance Audits

Hit the engines and check some searches. The goal here is to view your campaigns though a potential customer’s eyes.

5. Put aside your invoices and spreadsheets, and do some searching on Google and Yahoo! Do your ads show up for searches on your brand or your seasonal specials or your detailed SKUs, your manufacturer’s brands and item names? Note any “search holes.” Either your ad isn’t appearing for economic reasons (check those spreadsheets again) or you’ve found a gap in your term list.