Effective PPC management is one of the most important aspects of running a successful paid search campaign. It is not enough to merely “set it and forget it” – you have to be willing to spend time actually managing your account. Fortunately, this does not need to be a time-consuming process, but it is important to know which areas of your account need work and which will yield the greatest returns.

While it is important to pay attention to the granular details of PPC management, paid search best practices can be broken down into four main categories:

• Keyword Research

• Keyword grouping

• Ad Text

• Landing Pages

When these four areas of your paid search campaigns align with PPC management best practices, you'll find that creating systematic workflow priorities will help you identify which areas of your account to focus on and when.