It is important to identify specific goals for an AdWords campaign, so that the advertiser can then:

Bid separately for each ad variation based on its performance.
Make strategic changes to the account to improve performance.
Upload goals to the “Advertising Goals” section in their account.
Manually increase clickthrough rate (CTR) to improve performance.

The correct answer is:

Make strategic changes to the account to improve performance.

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It is important to identify specific goals for an AdWords campaign, so that the advertiser can then:

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