Changes

The AdWords system, having evolved for over ten years, has a wide and complex array of ad-delivery configuration options. While setting up a series of ads can easily be done, leaving them running unchanged is not a good solution. Instead, regular statistical analysis of clickthrough rates and monitoring of new placement opportunities, being sites that make banner spaces newly available to advertisers, is a strategy that can follow online trends and work to channel available ad-budgets onto the best value placements.