Our AdWords campaigns need some work. They used to be profitable but now it's hard to break even. I know this is in part due to neglect and taking my eye off the ball. I want to re-focus and build our campaigns again from scratch, so I'm hoping for a bit of advice from you fine fellows.
I have used Google Analytics for tracking and have AdWords campaign data from August 2006, with just over a million visits. It seems silly having all this data and not really doing much with it.
There is so much data but it's hard to find a way of getting the information I need into a report that includes revenue for each keyword and the costs. For starters I'd like to find a way of building a good list of negative keywords. But I'm sure there's much more that can be done.
What would you do with such data to help rebuild your campaigns?