Kevin Lee Nails It Again

I wish I could scoop out Kevin Lee's brain and pop it into my head. His latest article: Scale or ROI? The PPC Search Conundrum really nails the bind that we in PPC face. The cycle I typically experience is a 'more traffic' phase followed by a 'improve ROI' phase.  When your employer/client sees the conversions coming in at a good cost/conversion they ask you to 'do more of that'. Bids increase, ROI goes down, then its time to tighten things up. Wash, rinse, repeat.