One of the things you will find yourself doing regularly if you work agency-side is auditing paid search accounts. This is sometimes an actual service clients pay for, and other times, it's you digging around to get a feel for what's going on prior to making a proposal for services. Either way, I love audits. I'm always interested in the strategies and approaches taken by other people in managing these accounts, even if a lot of times it winds up being a lesson in what not to do. Auditing an account can get highly granular, and vary drastically by client situation. However, there are certain themes that really tie back to smart marketing vs. hyper-focusing on every possible data point in an account. They're the bigger-picture misses that can hamstring performance, but people miss them because they're obsessing too much over the individual data dimensions. At the outset, it's important to understand several things before you try and tackle the more specific nuances within their account.