AdWords is a great place to waste money. Google makes it so easy — a few minutes of effort, and you are well on your way to giving them your whole marketing budget.
Fortunately, all that money doesn’t have to go to waste. With a bit of finagling, it’s relatively easy to figure out which search terms have value and which ones are money pits — if you know what you’re doing.
To make things easy, I’ve boiled this analysis down into a simple four-step process. To show how this process works in practice, I’ll also use a recent client case study to illustrate each step.
