Top 10 things to monitor in PPC reports

To streamline SEM efforts the following 10 things have to be monitored :

1. Do your bid levels match your target ROI ?
2. Text-ad click-through and conversion rates
3. Is your budget inline with your bids?
4. Search queries and potential negative keywords
5. Site placement and potential site exclusion
6. Conversion rate variances by time of day , day of week
7. Conversion rates by position
8. Monthly summaries
9. Lead quality
10. Landing page conversion rates – the new key search metric