The Necessity of Regular Bid Changes

by Jacob Fairclough
Bid strategy is often lost in all the talk about keywords, structure, and ad copy. At its core, AdWords has always been an auction. Bids ultimately have a major impact on the success of an account. Bid strategy should always be under evaluation. At no point should you settle on "well that is what the bids have always been set to". This attitude will either lead you to underspend or overspend.Read the full article