BizSugar.com › Advertising › PPC: The Perils of Set it & Forget It

Managing and optimizing PPC campaigns can seem like a simple, straightforward process. Once you’ve done all the hard work –setting up a campaign, selecting keywords, creating ad groups, writing ad copy, establishing bid rates – shouldn’t it just run? Why do you need to keep tweaking it if you’ve set it up well in the first place? Here's why...