What Every Multichannel Merchant Should Know About Paid Search Performance Audits

For each ad, is the copy detailed, focused and compelling? Do any of the ads under- or overpromise? Following the click, do you reach a relevant deep page? Are the destination URLs as tightly matched to the search phrase as possible? For example, “men’s hiking boot” should reach a page of men’s hiking boots, not a page offering boots for men, women and kids.