Maximizing ROI in Paid Search Campaigns

Paid search advertising offers unparalleled targeting and measurability, but without proper optimization, costs can spiral while returns remain flat. This guide shares strategies used by top-performing advertisers.

Quality Score Optimization

Quality Score directly impacts your cost per click and ad position. Focus on ad relevance, landing page experience, and expected click-through rate. A Quality Score improvement from 5 to 8 can reduce CPC by 37%.

Negative Keyword Management

Regularly review search terms reports and add irrelevant queries as negative keywords. This prevents wasted spend on searches that will never convert. Set up automated rules to flag high-spend, low-converting keywords.

Audience Layering

Layer audience segments onto search campaigns to adjust bids based on user intent signals. Users who have previously visited your site or engaged with your brand typically convert at higher rates.