Due to the sophisticated and constantly evolving nature of AdWords Marketing, "Set and Forget," is never an acceptable practice for maintaining a strong performing account. Steady, consistant and measurable optimisation of your AdWords account is a key element of success in the PPC marketplace. It is recommended that you update your account at least every week. A successful AdWords marketer will take actions regularly, measure the results and develop a strategy to move forward. These updates include; research for new keywords; positive and negative, analyse the Search Query Report (SQR), build out and create new AdGroups, optimise the individual keyword bids, split test new ad copy and much more.
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