One of the best aspects of Paid Search is the ability to see results relatively instantly, and devise strategies which enable you to react to these results on a real-time basis. Reflecting on the evolution of paid search since my career began in 2015, tweaking bids and budgets would be top of the list of crucial daily optimisations, and these were often the changes which yielded the biggest (or at least clearest) impact.

The Evolution of Paid Search

However, the way that Google Ads works has changed drastically in the past 8 years. There are very few circumstances where a campaign will be running on Manual CPC, and consequently, the need (and ability) to change bids has disappeared and has largely been replaced by tweaking campaign targets. It is now widely accepted that changing ROAS targets should be done every 2-3 weeks at most to allow machine learning to do its thing, and to get a full picture as to whether the campaign can hit targets in the long run.

The Challenge of Daily Tweaks

As someone who was trained to tweak and adjust PPC campaigns daily, the evolution of paid search has been a tricky one. I still find myself wanting to tweak things more often than I know is healthy, and moreover, any short-term dips in performance tend to be a focus area for the client as well as ourselves, which again lends itself to a desire to take action.

Three Key Focus Areas for Modern Campaigns

To alleviate this self-imposed pressure to make big changes, I try and focus on the following:

Evaluating Performance Over Time

Always look at a campaign’s performance over a longer time-frame – ideally at least 30 days if using Google Ads tracking. The revenue you see for yesterday will be lower than the figure you see for the same day in 2 weeks’ time, so always bear this in mind before making changes.

Enhancing Campaign Success

How can we give the campaign the best chance to succeed without changing the targets? Can we split out any products? Does it need more budget? Can we adapt copy to make it more relevant? In addition, can we test any new campaigns to alleviate the pressure on this one to succeed?

Prioritising Account Hygiene

Look at under-appreciated areas of account hygiene – refresh extensions, assess audience lists and sense check search queries.

The Evolved Role of a Paid Search Manager

The role of a Paid Search account manager is nearly unrecognisable from 2015. Ensuring you assess at a macro level before making big changes should stand you and your account in good stead.

If you have any questions or would like to learn more about how we run best in class paid search campaigns, don’t hesitate to get in touch.