A few weeks ago I did a training course for a client who is running their own lead generation campaign in AdWords. In my experience, clients want two things from lead generation campaigns:
AdWords makes it very easy to report on these metrics but what AdWords beginners often struggle with is how to change them. I made them a flow chart to show what changes they could make, and how these changes effect the other metrics:
I’m sure that if you are an AdWords guru then you’ll be able to draw a lot more lines on the chart but I think I’ve covered the most important stuff.