There are a number of things that may indicate a need to reconsider your paid search strategy to make sure you’re getting the most out of it. Consistently underspending your budget, for example, could indicate that your keyword list or targeting are too limited. It could also mean there just isn’t enough demand out there. Buying only branded terms can also be cause for concern, as can declining to buy branded terms at all. You also shouldn’t expect the same conversion results from your entire range of keywords.
- When one is constantly spending below his budget in paid search, then that is the time to rethink his or her approach.
- One of the reasons why one could end up underspending the budget is that the keyword might not be broad enough for the target.
- When one is content with buying branded terms only for the paid search because nothing seems to work, then there should be a realignment of the campaign.
“Here are a dozen signs to look out for that may indicate the need to rethink your current approach.”