Paid-search ads not continually assessed can become stale and sloppy. Key performance indicators and triggers fluctuate. Purna Virji serves up five key steps, from analyzing quality
scores and bids to external factors. Keeping an eye on small changes allows marketers to identify trends and breathe new life into campaigns through frequent audits -- even for campaigns that are not
seemingly dipping in profits.
Read the whole story at Search Engine Watch »