What you need to know about paid search marketing

I do not have anyyou know. Google it.”

Oh yes. The mantra of our generation.

Thiss no secret: search engines are the cornerstone of all information. Looking for a new lunch spot? Search it on Google. Forgot how to restart a dead car? Search it on Google. Want to know the results of the 1994 World Series? Who knows that, man? Just Google.

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Since everyone and their dog uses search engines… put your ads on them! Paid search ads are an effective way to spread awareness of your brand, especially to those who are already searching for their product or service. It puts your product at the top (and at the top of search results).

But create paid search ads and hit come on” ist enough. They are nott air fryers. Theymore like delicate houseplants – they need daily care, care and affirmation. Once you set them up and the results come in, youI will start to learn whatit works and what doesn’tt. Making small (sometimes daily) tweaks is key to optimizing your paid search campaigns and making your money count.

Hannah Evans is a media buyer at The James Agency.

What exactly does all this mean? To leaveLet’s take a look at what the media team at The James Agency assesses during daily optimizations for paid search accounts and why those optimizations matter.

Check expenses

Arguably the most important part of our daily optimisations: the pace of spending. Some days you may not reach your daily budget. Others you might outgrow. Thats where your search paid off. The manager intervenes. We step in with our own eyes and expertise to control our clients’ daily spend on paid search campaigns.

To leaves use Google Ads as a sheet. It uses an average daily budget model to automatically optimize and control your budget. This can be helpful (and sometimes effective) because Google automatically optimizes spend on days when search traffic may be higher. However, we donYou don’t necessarily want to leave your money to the black magic of Google’s learning algorithms. Your money is too important to spend too much or too little on Google alones glorified guess (in our opinion).

Add negative keywords

In paid search accounts, there are two types of keywords that optimize your ads. The former are simply called keywords”: words or expressions describing your product or service, used to display your ads to Internet users according to the relevance of their search topic. Conversely, negative keywords” prevent your ads from being triggered by certain words and phrases that may not be relevant to searchersresearches.

For example, if you own an eyewear business, you can add wine glasses” and drinking glasses” to your negative keyword list. Otherwise, your glasses ads could show up to someone searching for a set of wine glasses.

If the wine consumer ist attentive and clicks on your glasses ad, theybounce back quickly on your website, and youI will still be charged for the click. Yeah.

Both Google Ads and Microsoft Ads provide lists of search terms, which are words and phrases that a significant number of people have used before seeing your ad. Thisis difficult to predict which search terms your platforms will match your keywords, so itIt is essential to check the list of search terms EVERY DAY!

Adjust bids

Bid adjustments allow you to raise or lower your bids for certain targeting methods, including location, device, or ad serving schedule. This gives you more control over when and where your ad is shown. Sometimes a click is worth more if it comes from a specific location, at a certain time of day, or from a specific type of device.

To leaves view an example. If you increase an ad’s bid by 15% on mobile devices, your $10 bid will become $11.50, which means youI’m willing to spend an extra $1.50 for an auction on mobile devices. This is useful if one of your campaignsPhone calls to your business are your goals because those searching for your product or service on a cell phone are more likely to make a call than someone searching on a desktop computer.

Since bid adjustments are a useful way to take advantage of your best performing or most important locations, devices, or times, it’s best to monitor this data closely to make sure youre-bid effectively.

Check optimization score

Platforms like Google Ads and Microsoft Ads have an optimization score, which is real-time estimates of how your paid search campaigns are performing. At 100%, your account can perform to its full potential, moving, heartbreaking, and encouraging clicks.

In addition to the optimization score, a list of recommendations can help you optimize each campaign. These recommendations are based on your business goals and unique campaign data. Applying or rejecting recommendations changes the overall optimization score. Since automation is nott always reliable, itIt’s important to determine if the recommendations truly align with your campaign goals before deciding whether to implement or reject them.

Since the optimization score is real-time, checking it daily (maybe even a few times a day) ensures that your campaign is still doing its job.


Do you understand all this? I know, there is a lot to consider. But ongoing management and optimization of your paid search account can be the difference between reaching the right people and staring at a dismal quarterly revenue stream.

Ready to take your ads to the next level? Contact the James agency and U.Sll set your paid search campaigns to maximum overdrive.

Hannah Evans is a media buyer at The James Agency. Hannahs responsibilities include campaign launch and proactive management and reporting across digital and traditional media channels. Hannah graduated from the University of Arizona with a BA in Psychology and a minor in Business Administration. HannahHer analytical mind and quick problem-solving skills give her the natural ability to strategize successful campaigns.