One of most well written posts on the subject I have read. I recently wrote a series of AdWords articles on a Blog I write for.

Also, you guys are correct about how it all changes over time. I had a very good campaign going for about two years. It worked so well, I never revisited it or modified it.

Recently, it started rolling over on me, so I went back in and reconfigured it, added 400+ KWs, reorganized, etc., etc., and it’s back up and running again, even better than before.

You can ignore it for a while but eventually it starts to change.

If more people are searching like this: ‘hotels sydney cheap’, and less like this: ‘cheap hotels in sydney’, not only will tomorrow’s search marketers have to place more emphasis on different word orderings, but they will also have to reassess the importance of conjunctions such as ‘a’, ‘in’ and ‘and’.

Constantly keeping up with changing searcher habits is by no means easy – as you rightly pointed out. But for advertisers who take the time out to really understand their customers’ changing needs, and adjust their PPC strategy accordingly, the rewards are great.

On topic:

I believe that there’s something about PPC that even most experienced AdWords users tend to ignore: the changing habits of searchers.

Most of the people will fine tune the campaign until they’re satisfied with conversions and simply ignore all the research after that. The truth is, searchers’ habits change over time. Some campaigns that use to be almost perfectly optimized a year ago might not do the so good today.

Kudos for a great SEO article – Trackback from SEOKudos…