Set-it-and-forget-it is not a paid search strategy. If you want to maximise the ROI of your PPC campaigns, it’s necessary to review and optimise the performance of the several moving parts involved. Providers such as Google and Microsoft make enormous amounts of campaign data available, right down to keyword-level conversions, but it’s up to you to analyse the data and use what you learn to improve campaign performance.

Below are a few of the many pieces that make up any pay-per-click campaign. To drive the greatest possible return, you should consider each in light of the role it plays in the overall campaign.

Bid optimisation: Daily optimisation of keyword bids is the most impactful thing you can do to improve the performance of your paid-search campaign. But execution can be difficult for campaigns with thousands or millions of keywords. Not for OptiMine; bid optimisation is what OptiMine does. Learn more about keyword-level optimisation and the benefits of setting daily bids.

Keyword conversion tracking: Paid-search campaigns can be analysed at several levels, such as by campaign, ad group and ad. The one that delivers the most actionable data is found at the keyword level. If you’re tracking conversions at a higher level, you’re missing insights that can help you improve your PPC returns.

Ad text: The text in your ads does make a difference. A properly written ad will drive qualified traffic to your landing page, while a poorly written one will result in unqualified visitors, lower quality scores and wasted money.

Landing pages: Paid-search landing pages are like miniature websites, and they need to be built with the same level of care and attention. Visitors arrive at these landing pages because your PPC ad text promised they would find what they are looking for. If your landing pages don’t deliver, you can measure your campaign in lost conversions and lost revenue.

Quality scores: There is one word that sums up paid search: relevance. Relevance begins at the campaign level and carries through the ad group, keyword, ad, and landing page levels. The relevance between each part is important, but they must also be relevant to the search. Quality scores are a culmination of the relevance of the several pieces.

For most of these, it takes time to collect enough data to analyse, and every time you change ad text or add a landing page, the process begins again. Keywords are different. With every impression, every click and every conversion keyword, data is collected and available for analysis.

Unlike the other moving parts in a paid-search campaign, keywords can be analysed and have their bids optimised on a daily basis. In fact, optimising daily keyword bids will have the greatest impact on your paid-search results.