Starting at a new company and tasked with improving their AdWords Campaigns.
The Campaigns have been running since 2005 and there is no Conversion Tracking, they do not sell online, just sell via email or phone call.
In analyzing the Campaign performance, I'm just looking at the CTR. Any Campaign/AdGroup with a CTR less than 1.00% is what I'm targeting to work on first.
Q. Should I be looking at anything else? I've noticed that they are using Display Network and the CTR is way low on these. Should I Pause them and allocate the $ to Google Search only?
Thanks-in-Advance for any recommendations.