Track your conversion

This is the most important point. Without any tracking tool, it is like being blind. Nowadays, it’s even easier as it can be done via free analytic tools like “Google Analytics” or via any bid management tools.

It’s important to know, at keywords level, the ROI for each keyword. It will help you to determine which keywords you should buy or not.

Depending on your activity sector, it might also be interesting to track the revenue generated via telephone for each campaign. You just need to have a system on your site that enables you to change the phone number displayed compared to the country of origin of the click.