Paid search is all about incremental optimization. You collect data as you get people to interface with your advertisements based on the keywords you’ve select. When they go to your landing pages you collect data, for instance, who clicked, who didn’t click, who converted, etc. The goal here is always to be testing multiple messages and landing pages so you can get a sense of what people are responding to. Over time, you’ll have enough data that you can say that message A or message B won. That message is now the champion. Or landing page A or landing page B has won. Retire the losing message or landing page and then create a new test that will challenge the champion and hopefully continue to do better. Over time you’re improving what you’re doing incrementally. That’s the name of the game in paid search. If you have any questions about search engine marketing we’ll be glad to help.