Uncover hidden potential in your paid search and shopping campaigns

In this helpful how-to piece, columnist Andreas Reiffen explains how to find anomalies in your paid search campaigns and address them for improved performance.

In search marketing, we’re always trying to get that little bit of extra performance out of our paid campaigns. But what do you do when you’ve optimized your bids, tested (and improved) your ad copy and refined your target URLs?

To uncover the hidden potential in your campaigns, you need to identify and assess anomalies — those areas which perform well in general, but not in your paid search campaigns. For example, if a particular top-selling product category is doing poorly in your paid search campaign, something has probably gone wrong. Identifying and f