As advertisers increase spending on search ads and social formats, investment in digital media is expected to exceed traditional formats in the very near future. Fueled in part by the dollars flowing away from TV ads, the rapid growth of digital ad spend reflects advertisers’ expectations to achieve more cost-efficient, targeted campaigns. For businesses seeking to maximize the results of their PPC spend in Google AdWords, refining keywords on an ongoing basis can reduce the amount of money wasted on under-performing ads.