Sherwood Tractor of Rose Bud, Ark., is Rural Lifestyle Dealer’s 2018 Dealership of the Year in the multi-store category. Patrick Richardson is the dealership’s IT manager and digital marketing specialist. Richardson examines the performance of the dealership’s Google ads on a monthly basis and makes changes then. He advises not making changes on a daily or weekly basis. If you do so, the ad will not transition out of Google’s “learning phase” and your ranking and budget will be negatively affected.


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