Tips to Energize Your PPC Campaigns

3. Determine a plan. Buy some time by day-parting, turning off some keywords for a period of time, Lord advised.

4. Execute. Don’t change multiple variables at once, Lord said. If you make a change, test it, analyze the results and then repeat with another variable until you find your answer. “You’re never going to be 100 percent sure why something isn’t working,” she said. And when you find what you believe is the root of your problem, set reasonable expectations post-execution.