Anyone who has been working on a Paid Search account for a while probably reaches a point of inspiration deficiency.  A new PPC account can be like a new toy: fun to set up, play with, show off and watch how it behaves.  But like any toy, your PPC account can become no longer new, shiny and exciting – and can even eventually come to bore you.

Tragically, this boredom can lead to neglect, and neglect will eventually damage your account’s overall profitability. So how does one rekindle the old flame with their PPC account?  Get a little creative and find new ways to improve your accounts.  Here’s how:

• Ask your friends, family and colleagues.  Don’t worry.  They don’t have to be PPC-inclined.  And perhaps it is even better if they aren’t.  They just have to have a reasonable familiarity with your product or service to provide a new perspective.  Even those not “marketing-inclined” can be a treasure chest of knowledge on how to step out of your insider view and see things in a new way.

• Take another look at where your visitors are landing.  Remember there’s a world outside of your PPC account. It’s not all keywords and ad text- but perhaps rejuvenate your landing pages!  After all, they are a huge player in your conversion success, and can always be fun to repurpose.  Staring at charts and running reports can cause one to fall numb to their account, but working with designers and web developers to create new landing page experiences can be a great way to get out and play.  Are your landing pages as branded, clear and/interactive as they should be?  Perhaps take this dry spell as an opportunity to see.

• Say “Well hello again website.” In the same way landing pages can be redesigned and improved, so can your website.  Improvements to your site’s structure, updated content or products, and social media integration can all translate into new PPC opportunities. Updated content can give you ideas for new ad texts and landing page messaging. New products translate to keyword targeting opportunities.  Perhaps confer with your sales team to learn of new ways they are selling, as it may help you find new messaging to experiment with online.

• Utilize Competitor recon.  Always wise in the world of internet marketing, take a peeky peek at what your loved, feared or hated competition is doing out there.  Seeing their strengths or weaknesses may help drum up some new ideas.

• Be sensitive to what drives you.  Outside of marketing your product or service, you are a consumer.  You most likely use the internet to research and shop the products and services you use.  Use this.  Use your consumer experience to see what kinds of ads grab you.  Why did they grab you?  Being sensitive to effective advertising [both online and off] can help inspire you to use what works on you.  Why not?

• Ask your internet marketing firm for help and ideas.  A little outside PPC consulting may be just what you need.  Perhaps they will charge you a little by the hour, but they will bring their A game and help pull you out of your PPC dry spell.  And if your campaign is suffering, it may be absolutely worth it.