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    Improve Paid Search Results Through Routine, Scheduled Maintenance

    Improve Paid Search Results Through Routine, Scheduled Maintenance

    In the fast-paced world of digital marketing, it’s easy to get caught up in the day-to-day tasks of optimizing paid search campaigns. From keyword sweeps and bid adjustments to audience targeting and ad refreshes, there’s always something demanding your attention. However, amidst these daily optimizations, it’s crucial not to lose sight of the bigger picture. Routine and scheduled maintenance are the keys to ensuring that your paid search efforts align with your overall business objectives.

    The Importance of Routine Maintenance

    Routine maintenance is like the regular check-up your car needs to keep running smoothly. It ensures that your campaigns are always performing at their best. Without it, you risk wasting budget on underperforming ads and missing out on valuable opportunities.

    Assessing Paid vs. Organic Strategy

    Cadence: Bi-annually

    Questions to solve:

    1. What is the true value of a brand campaign for our business?
    2. Should we be running brand campaigns?

    One area that deserves your attention is assessing the relationship between your paid and organic search strategies. Too often, these two crucial elements of digital marketing operate independently, leading to missed opportunities and inefficiencies.

    For instance, your PPC team may bid on brand terms and optimize budgets based on performance, while your SEO team laments a drop in organic traffic and conversions. To bridge this gap, it’s vital to consider integrating these efforts more cohesively.

    A paid search brand campaign can offer several benefits, including:

    • Competition: Staying visible in a competitive landscape.
    • Messaging Control: Ensuring your brand’s message is conveyed effectively.
    • Expanded SERP Real Estate: Dominating the search engine results page (SERP).
    • Audience Building: Attracting and nurturing potential customers.

    However, questions may arise about the necessity of paid brand campaigns when organic rankings for brand terms are strong and competition is low. To find answers, it’s essential to conduct thorough testing to determine the impact of running paid brand campaigns alongside organic efforts. This testing can provide valuable insights into the synergy between the two approaches.

    Optimizing Keyword Selection

    In the world of paid search advertising, the importance of keyword selection cannot be overstated. Keywords are the bridge that connects your ads to potential customers actively searching for products or services. When you choose the right keywords, you ensure that your ads are displayed to an audience with a genuine interest in what you offer.

    RELATED: Do Keywords Still Matter?

    1. Understand Keyword Research

    Keyword research is the foundation of effective keyword selection. It involves identifying and analyzing the words and phrases that users type into search engines when looking for information, products, or services. This process provides insights into what your target audience is searching for and how they phrase their queries.

    To conduct thorough keyword research, consider the following steps:

    • Identify Core Keywords: Begin with a list of core keywords that are directly related to your business, products, or services. These should be the most relevant terms that describe what you offer.
    • Expand with Long-Tail Keywords: Long-tail keywords are longer and more specific search queries. They often have lower search volumes but can lead to higher conversion rates because they reflect users’ specific intentions. Incorporate relevant long-tail keywords into your strategy.
    • Analyze Competitors: Investigate your competitors’ keyword strategies. Identify which keywords they are targeting and evaluate their performance. This can uncover opportunities and gaps in your approach.
    • Use Keyword Research Tools: Utilize keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to discover new keyword ideas, assess search volumes, and evaluate keyword competitiveness.

    2. Regular Review and Refinement

    Keyword selection isn’t a one-time task; it’s an ongoing process. The digital landscape is dynamic, and user search behavior evolves over time. To maintain the effectiveness of your paid search campaign, it’s essential to regularly review and refine your keyword strategy.

    Here’s how to do it:

    • Performance Monitoring: Regularly monitor the performance of your keywords. Pay attention to click-through rates (CTR), conversion rates, and cost per click (CPC). Identify keywords that are performing well and those that need improvement.
    • Adapt to Trends: Stay up-to-date with industry trends and changes in consumer behavior. Adjust your keyword strategy to align with emerging trends and shifts in search queries.
    • Negative Keywords: Implement negative keywords to filter out irrelevant traffic. This ensures that your ads are shown to the most qualified and relevant audience, reducing wasted ad spend.
    • Seasonal Adjustments: If your business experiences seasonal variations, adjust your keyword strategy accordingly. Modify your keyword emphasis and budget allocation to match seasonal demand fluctuations.
    • Competitive Analysis: Continuously monitor your competitors’ keyword choices and strategies. Adapt to stay competitive, and seize opportunities where your competitors may be falling short.

    3. The Balance of Specificity and Relevance

    Finding the right balance between specificity and relevance is key to successful keyword selection. While long-tail keywords can be highly specific, they must remain relevant to your offerings. Overly generic keywords may attract a broader audience but could lead to wasted clicks and lower conversion rates.

    Optimizing keyword selection is an ongoing and dynamic process that requires a deep understanding of your target audience, constant monitoring of performance metrics, and adaptability to changes in the digital landscape. By staying diligent in your keyword research and strategy refinement, you can ensure that your paid search campaign remains relevant, competitive, and cost-effective, ultimately driving better results and ROI.

    Ad Copy and Creative Refresh

    In the realm of paid search advertising, your ad copy and creative elements are like the storefront of your digital business. They are the first touchpoint that potential customers have with your brand. Ensuring that your ads are not only relevant but also engaging is paramount to achieving high click-through rates (CTRs) and conversions.

    1. The Role of Ad Copy

    Ad copy is the textual content that accompanies your ads. It serves as the messaging platform through which you communicate with your audience. Effective ad copy can be the difference between someone clicking on your ad or scrolling past it.

    Here’s how to master ad copy:

    • Clarity and Relevance: Your ad copy should be clear, concise, and directly relevant to the user’s search intent. It should answer the user’s question or fulfill their need right away.
    • Compelling Value Proposition: Highlight the unique value your product or service offers. Explain how it can solve the user’s problem or enhance their life.
    • Call to Action (CTA): Include a strong and clear CTA that encourages users to take the desired action, whether it’s clicking, signing up, or making a purchase.
    • Keyword Integration: Incorporate relevant keywords into your ad copy. This not only improves relevance but also boosts your ad’s Quality Score.

    2. The Importance of Creative Elements

    Beyond ad copy, creative elements such as images, videos, and ad formats play a vital role in catching the user’s eye and conveying your message effectively.

    Consider these creative tips:

    • Visual Appeal: Use eye-catching visuals that align with your brand and message. High-quality images or videos can make a significant impact.
    • Consistency: Maintain visual consistency across your ad campaigns and landing pages. Consistency builds trust and reinforces your brand identity.
    • A/B Testing: Continuously test different creative elements to see what resonates best with your target audience. Test various images, ad formats, and video content to optimize performance.
    • Mobile Optimization: Ensure that your creative elements are mobile-friendly. With a growing number of users accessing the web via mobile devices, mobile optimization is critical.

    3. Preventing Ad Fatigue

    Ad fatigue occurs when your target audience becomes accustomed to seeing the same ad repeatedly. When this happens, users are more likely to ignore or dismiss your ads. To prevent ad fatigue and maintain user engagement:

    • Rotate Ad Creatives: Regularly update your ad creatives with fresh content, visuals, or messaging. This prevents users from seeing the same ad over and over.
    • Seasonal and Promotional Changes: Align your ad creatives with seasonal trends or promotions. For example, update your ad visuals and messaging for holidays or special events.
    • Dynamic Keyword Insertion: Use dynamic keyword insertion to customize your ad copy based on the user’s search query. This ensures that the ad remains relevant to the user’s intent.
    • Ad Scheduling: Consider scheduling your ad creatives to change at specific times or on specific days. This can be particularly effective for time-sensitive promotions.

    Ad copy and creative refresh are essential components of a successful paid search campaign. By crafting compelling ad copy, utilizing engaging creative elements, and preventing ad fatigue through regular updates, you can maintain high CTRs, drive conversions, and keep your audience engaged with your brand. Remember, in the ever-evolving digital landscape, staying creative and relevant is the key to sustained success in paid search advertising.

    Quality Score Improvement

    In the world of paid search advertising, Quality Score is your secret weapon. It has the power to make your ad campaigns more cost-effective and boost your ad positions. To reap these benefits, it’s crucial to regularly fine-tune and optimize your ad campaigns.

    Why Quality Score Matters:

    1. Cost Efficiency: A high Quality Score can lower your ad costs. This means you get more bang for your buck and can reach a broader audience without breaking the bank.
    2. Better Ad Placement: When your Quality Score is high, your ads are more likely to appear at the top of search results. This prime real estate increases visibility and drives more clicks.

    How to Keep Your Quality Score High:

    1. Keyword Relevance: Choose keywords that closely match your ad content. Avoid using unrelated keywords to maintain relevance.
    2. Quality Landing Pages: Craft landing pages that align with your ad content and provide a seamless user experience. Ensure fast loading times and mobile-friendliness.
    3. Ad Copy Optimization: Write compelling ad copy that resonates with users and matches their intent. Experiment with different ad variations to find what works best.
    4. Boost CTR (Click-Through Rate): Improving your CTR directly impacts your Quality Score. Focus on ad relevance, persuasive calls to action (CTAs), and precise targeting.
    5. Negative Keywords: Utilize negative keywords to filter out irrelevant traffic. This enhances overall ad relevance and minimizes wasted ad spend.
    6. Regular Review and Optimization: Continuously monitor your ad campaign performance. Identify keywords or ads with lower Quality Scores and take steps to enhance them. Regular A/B testing helps uncover winning strategies.
    7. Quality Over Quantity: Prioritize quality over quantity when selecting keywords and organizing ad groups. A smaller set of highly relevant keywords often leads to a better Quality Score.
    8. Competitor Analysis: Keep an eye on your competitors and adapt your strategies as needed. Staying ahead of the competition is essential for maintaining a high Quality Score.

    Quality Score isn’t just a number; it’s a game-changer for your advertising success. By focusing on relevance, user experience, and continuous optimization, you can enjoy cost savings and better ad placements. Regularly fine-tuning and refining your ad campaigns is the key to maintaining a high Quality Score and achieving outstanding results in paid search advertising.

    Competitor Analysis

    Staying ahead of your competitors is crucial in paid search. Regularly analyze your competitors’ strategies and adapt your approach accordingly.

    How to Analyze Competitors

    Conduct competitor analysis by:

    • Identifying Competitors: Find businesses targeting similar keywords or audiences.
    • Examining Keywords: Discover which keywords your competitors are using.
    • Assessing Ad Copy and Landing Pages: Review messaging, value propositions, and landing page quality.
    • Tracking Ad Performance: Monitor CTR, ad positions, and conversion rates.
    • Understanding Bid Strategies: Learn about their bidding tactics.
    • Reviewing Landing Page Experience: Evaluate load speed, mobile optimization, and content quality.
    • Using Competitive Intelligence Tools: Employ tools for efficient data collection and analysis.
    • Iterating and Adapting: Continuously monitor competitors and adjust your strategies.
    RELATED: Do You Spy on Your Competitors Online?

    Competitor analysis in paid search is vital for staying competitive. It provides insights, highlights opportunities, and allows you to learn from your rivals to enhance your advertising campaigns. Stay flexible and vigilant to maintain an edge in the competitive landscape.


    Routine, scheduled maintenance is the secret sauce to achieving sustained success in your paid search campaigns. By regularly evaluating and optimizing your strategies, you can ensure that your efforts align with your business objectives and stay ahead in the ever-evolving digital landscape.


    How often should I assess my paid vs. organic strategy?

    We recommend conducting this assessment bi-annually to stay on top of any changes in your industry and market dynamics.

    What are the benefits of running paid brand campaigns alongside organic efforts?

    Paid brand campaigns can provide messaging control, expanded SERP real estate, and audience building benefits, among others.

    How can I improve my Quality Score in paid search campaigns?

    To improve your Quality Score, focus on ad relevance, landing page quality, and click-through rates. Regular optimization is key.

    What role does competitor analysis play in paid search?

    Competitor analysis helps you identify opportunities and threats, allowing you to adjust your strategies for better results.

    What automation tools are available for optimizing paid search campaigns?

    There are various automation tools, including bid management and ad testing platforms. Explore options that suit your needs and budget.

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    About The Author

    Elton Mayfield

    Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious โ€“ always pushing the envelope to create extraordinary work that delivers real results for our clients.

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