One of the best sources of new ideas for improving your own websites is your competition. After all they are interested in the same market as you and have directly relevant experience.
Competitors' sites are particularly useful for providing a measure against which you can test your own site. Visitors find it easier to choose between 2 options than evaluating a proposition in a vacuum. (full text retrieval failed)

Most new web campaigns will need improvement in the light of results. The crucial stage is to analyse the reasons for any problem areas and test improvements. For this a Pay per Click campaign provides the cheapest test bed for measuring results quickly. (full text retrieval failed)