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As the old saying goes, if it isn’t broke don’t fix it and many people apply this to their Pay Per Click campaigns too. When you first set up your ppc campaign it may take a far bit of tweaking until you get it working like you want it too. Setting up a ppc campaign can be fairly easy but setting it up correctly is a whole other story. Ideally you want to get a specialist involved who will be able to guide you through or set up the campaign for you. Over the next few weeks, the campaigns will require various tweaks to get them working and once they are, you do not need to do anything apart from monitor them. If you notice a drop in click through, positioning or conversions then that is the time to revaluate the campaign and see if you can improve it. It may be that there is another competitor come on the scene and you need to increase you cost per click limit, or possibly that you have changed your website around and need to change the destination ULR’s. The important thing is to constantly monitor how the campaign is running and be proactive if you do notice something.