Why Pay Per Click Ads Rise And Fall With The Times

Kevin Gold asks a great question:

Is there ever a time when a paid search marketer can stop optimizing their campaigns and just sit back reaping the benefits of a previous job well done?

When it comes to managing pay per click campaigns, you can’t just sit and hope for the best. You can’t get your ads to where you want them then sit back and kick your feet up. You have to “manage” them. That requires constant supervision.

Organic search listings are always changing. One day a web page could be on page 1 of Google and the next day the same page could be on page 4. It’s always been like this and I suspect that it always will. Google makes about 10 algorithmic changes per week, which means that the Web is always changing. Not just organic listings, but paid listings as well.

The paid listings you see as sponsored results are based on the organic listings you see on the same page. Both are affected by search engine changes in algorithm. If Google tweaks its algorithms to combat a particular strategy webmasters use that is frowned upon then paid or sponsored listings will respond to those same changes. That’s why it is important to always tweak your keyword lists, bid amounts, and other pay per click settings. Things are constantly on the move so you should be too.