Systems maintain stability through feedback. A feedback loop is the flow of information that lets you monitor how the system is doing, and manage the performance to achieve your desired results. The search results pages aren’t static they’re in constant movement, search isn’t a one-time event it’s ongoing, because of this search marketing is not a set and forget project. While preparation is essential, it’s the process of ongoing optimization and analysis that will allow you to improve your campaign performance and increase your profits over time.

The secret to success is to eliminate the elements that aren’t working, by filtering out unqualified traffic, and at the same time expand on what is working by continually tapping into new opportunities.