Revamping and rebooting your paid search campaign: Optimising paid search activity for success

Abstract

Over time, most paid search accounts evolve not only in purpose but also in their architecture. Such evolution may be in response to Google updates; a shift in the channel’s focus, such as a move to increase sales or supporting a brand awareness marketing campaign; or simply a change in the personnel responsible for managing the account. Without proper monitoring, however, paid search accounts risk losing their identity or require updating to succeed in the modern competitive paid search marketplace. This paper considers the importance of reviewing the current makeup of your paid search account and suggests a possible framework for simplifying your paid search strategy to ensure your channel is utilising all available opportunities. The aim here is to create thought-provoking ideas to drive your paid search marketing forward and ensure the channel is successful. The paper does not provide universal answers because each advertiser and their objectives vary, but it will provide some guidance on areas to consider and questions to answer.