"In a perfect world, advertisers would continually be optimising their pay-per-click campaigns by tweaking their ad copy, removing under-performing keywords and add new keywords to the mix.
However, not many of us live in that perfect world and we tend to turn on an ad campaign then ignore it until we notice that conversions have dropped or the credit card charge reminds us that we should login and check things out.
And while we all know that we should be optimising our campaigns, how frequently should we be checking and tweaking things? Once a day? Once a week? Once a month? Umm.... cough.... never?
Well, unless your role in the business is strictly doing pay per click, chances are good that with all the other hats that fall on a regular "SEO/SEM" webmaster, that you currently fall in the range of once a month and never... but I will give you a hint, that isn't really the right answer :) ......"
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