5 Reasons Why Paid Search Campaigns Require Ongoing Attention

1/30/2013

Anne Garcia, Manager of Paid Search

5 Reasons Why Paid Search Campaigns Require Ongoing Attention

You have selected the most relevant keywords, created targeted landing pages for paid search campaigns and created ad copy tailored to each ad group. Now what? Many advertisers spend plenty of resources on research and development of pay-per-click (PPC) campaigns, but don't put equal emphasis on the management and optimization of PPC campaigns and as a result, the R&D of the entire process goes to waste. 

Below are five reasons why paid search campaigns require ongoing attention and constant management.

PPC campaigns don't get built in one day, and won't be optimized in one, either. Optimization requires enough data collection to make educated decisions. If you create a paid search campaign and let it run on its own, you have the risk of appearing for irrelevant search terms, or worse, paying for unqualified traffic to your site. 

Did a recent news story create a spike in search volume of your core keywords? Were you able to capitalize on said spike or were your campaigns running at the same, everyday capacity because no one was paying attention? It is important to recognize opportunities to grow your campaigns as well as pause campaigns when they are spending uncontrollably, without any return.

Advertising networks like Google AdWords and Bing Ads are always updating their platforms to enhance the usability and increase efficiency for its users so that advertisers are more likely choose their search engines. Both search engines have increased their targeting options as well as created additional ad formats for paid search text ads to increase visibility on search engine results pages.

If you launch a PPC campaign and don't test new keywords, ad copy or landing pages, your campaigns will remain stagnant and will never grow. Testing different components of campaigns is an integral part of optimization because it helps advertisers always find innovative ways to improve. 

At the end of the day, paid search campaigns are not inexpensive, and if you let them run on auto-pilot, you could be spending valuable dollars on keywords and campaigns that are not profitable for your business. It is just as important to identify campaigns that are profitable as campaigns that have low returns in order to make decisions on where to focus the attention of the campaigns and where to improve or pause efforts. Paid search campaigns require ongoing management and optimization in order to bring advertisers the best return on investment. 

  1. Optimization, optimization, optimization. 
  2. Fluctuating trends, search terms.
  3. Constant updates from search engines.
  4. Test your campaigns to find a better way. 
  5. Cost versus profit. 
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