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SEW Experts: Judging PPC Performance: Focus on Conversions, Part 2

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Search Engine Watch Expert - David SzetelaShould you delete or pause under-performing keywords - or simply adjust their bid prices? In today's search advertising column, "Judging PPC Performance: Focus on Conversions, Part 2," David Szetela notes that the answer will vary by advertiser, but one thing is constant: decisions about keyword and ad performance should mainly depend on conversion performance.

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