Search engine marketers have been advised that for a successful new year they need to consider a number of "resolutions".

According to Brad Geddes of Search Engine Land, advertisers using pay-per-click (PPC) marketing should bear in mind the ever-changing needs of their campaigns and has outlined a number of things to bear in mind.

It is noted that PPC campaigns can often take on a life of their own and as such, goals often need to be revised with success metrics playing a key role in maintaining this.

"Usually, when a campaign is first being created, there is thought around success metrics … However, businesses change, marketing changes and new products emerge," he advises.

It is also advised that landing pages, ad copy and Google AdWords quality scores should also be monitored as these can be vital in keeping ahead of competitors.

Brad Geddes also blogs for and is a frequent speaker at a number of search marketing conferences.

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