An inordinate amount of time, effort and money goes into optimising paid search accounts. If you’re good at it, you can either save a lot of money, or get a lot more bang for your buck.
Anyone that has done paid search advertising will know that you can make some big improvements quite quickly just by optimising your accounts (I say ‘just’, there can be a lot of work involved and unless you’re blessed with such talents it usually involves getting in a specialist or search agency to help).
However, there comes a point where the changes you make result in smaller and smaller gains. It’s still getting better but you’re not getting as much return on your efforts as you once did. This leads to a belief that the only way to achieve more conversions is to increase the budget.
Wrong. There is in fact, a massive opportunity staring you right in the face. The problem is you can’t see it because you’re probably looking in the wrong place. […]