By reviewing accounts, missed opportunities may be found, while issues with campaign structure, settings and optimizations can be addressed.

However, as AdWords becomes more complex and new features are released, the traditional audit doesn’t cut it anymore.

Some are more technical than others, but the theme is that one size doesn’t fit all.

Here are four common issues marketers run into when auditing AdWords accounts:

One of the first items to be reviewed is how conversion tracking is set up.

After all, conversion metrics tend to give the most insight into client goals.

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