Paid search campaigns, if well built, allow you to “set it and forget it.”
To maximize your results, your campaign needs to be constantly monitored, tested, and improved. Setting and forgetting will eventually and inevitably lead to inefficiencies and wasteful uses of spend. Further, your keyword bids require adjustment in order to adapt to changes in the marketplace, seasonal shifts, and many other factors. Google and Bing are also constantly releasing new beta tools and products to improve the user experience that must be accounted for in your campaign. Expert ongoing optimization is the only way to maintain the highest possible return on your advertising dollar.