• Search Engine Land , Wednesday, January 9, 2008 12:45 PM

The New Year's resolution wave continues--this time crashing over your stale, possibly ineffective paid search campaigns. Brad Geddes advises campaign managers to assess their clients' overall goals from '07, measure the effectiveness of the strategies that they used and either tweak them for '08, or come up with new ones altogether.

Evaluate the Web site that you're sending traffic to, and gauge whether the keywords you'll be targeting have changed. Did the client launch a new product? Perhaps keywords that weren't strong traffic drivers last year may be more relevant now.

Gauge whether your ads are directing users to the right landing pages--and whether the landing pages are still functional. Perform a sweep for nonexistent or broken links. And make sure that the ad copy itself is still relevant, as there's nothing worse than reeling a user in with an offer that your client can no longer fulfill.

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