How stable are search engine rankings?

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If your rankings change from month to month, how do you decide when to make improvements? (full text retrieval failed)

Bidding strategy for Google AdWords

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The ranking of your ad depends on how much you bid and on the 'quality' of the ad. But Google's assessment of the quality is itself linked to the position it starts at. How do you maximise your results without over paying? (full text retrieval failed)
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