Introduction
Among online marketing channels, paid search is unrivaled for the speed and relative ease with which it allows marketers to put relevant offers in front of interested consumers. However, the possibility to achieve results within a short time frame does not mean marketers should lose sight of longer-term objectives. The arc of every campaign will see its share of peaks and valleys, so marketers need to take steps to ensure their accounts grow and evolve over time and paid search remains a profitable and efficient channel across ongoing campaigns.
To avoid the dreaded plateau, strategy and planning should occupy a central place within any search campaign. As you prepare to take the necessary steps, keep in mind the three key attributes that lie at the heart of any paid search campaign: scalability, relevancy, and results. In terms of growing an account, the key questions are when and how -- in other words, timing and tactics. The obvious answer is that you should always be thinking about how to grow your account. As far as tactics are concerned, consider the following two-phased approach when building a solid foundation for the future.
