I’ve been working with PPC for a while now, and one thing I’ve been paying more attention to lately is how quickly campaign performance can change even when the setup hasn’t changed much. A campaign can look solid on the surface, but small shifts in search behavior, competition, CPCs, or conversion quality can completely change the numbers. One thing I’ve started doing differently is looking beyond the basic metrics and paying much closer attention to the quality of the traffic coming in. Still testing and learning, but it’s been interesting to see how much this can change the way I evaluate a campaign. Curious if anyone else who has been running PPC for a while has noticed similar changes recently. What are you paying more attention to in your campaigns these days?