When your business is killing it with sales from your PPC program, it’s tempting to just sit back and enjoy the returns.
After all, why mess up a good thing by making changes?
But this kind of thinking can leave your business vulnerable — particularly if your PPC success relies heavily on one factor, such as a single keyword.
If the situation should suddenly change – say more competitors come into the market or Google Ads changes its algorithm – those wonderful returns may drop off dramatically.
