Ongoing keyword development and tweaking involve continuous analysis and optimization of keyword strategies for PPC campaigns. Astrum Communications, based in Trivandrum, focuses on identifying high-performing keywords, monitoring search trends, and adjusting bids to maximize ROI. This process includes evaluating competitor keywords, testing new variations, and refining negative keyword lists to improve ad relevance. By implementing data-driven insights, Astrum enhances targeting accuracy, increases click-through rates, and drives qualified traffic to client websites, ensuring effective utilization of advertising budgets.