“Set it, and forget it!” is a phrase that has been made infamous by infomercial guru, Ron Popeil. This phrases has been ingrained into marketing as well as our popular culture. The idea is fantastic – having something do a task and be so convenient that you can just forget about it as it’s working. It’s not uncommon for a business owner to have this type of mentality when it comes to something like a pay per click campaign. An effective paid search campaign typically shouldn’t be set up once and let to run on auto-pilot.
Here are a few reasons why automatic pay per click campaigns aren’t helpful and why it’s useful to have an experienced PPC manager oversee your account:
1) Keep in line with long-term goals – Sometimes, paid ads are a short-term solution for a business that wants to see immediate results. If you don’t play an active role in your own PPC campaign, it might cause you to lose sight of what’s best for your business in the long run. Being aware of your PPC doesn’t mean that you need to personally monitor it hour-by-hour or day-to-day. But depending on your budget, it just might be helpful to have someone you can trust keep an eye on things as often as possible.
2) Optimize the right keywords – Another reason for using paid ads is that your site might not be ranking as high (or at all) for certain desired terms. The purpose in this case is to use PPC ads to give your site a boost where you need it. In the event that organic rankings do kick in, your paid ads might not be so effective if you’re already ranking high organically. You might spend that budget more effectively on other terms and growing your business. But this isn’t something you would know if you’re not regularly up to date with paid ad or organic search positions.
3) Adapt to trends and seasonal changes – Different times of the year may be extremely volatile for businesses. If you’re handling your own PPC account by having it running automatically, it can be easy to forget about these occasions and make certain changes when needed. In hindsight, you may also see extreme changes that won’t make sense or be helpful as that holiday rush period is already over.
4) Keep an eye on effectiveness and efficiency – Effective PPC ads should be about more than hitting your budget of a certain dollar amount a day. If you’re hitting that mark but not seeing any increase in conversions (calls, contact forms, emails), you have to sit down and ask yourself if PPC is really doing what it’s supposed to for your business. Paid ad spend shouldn’t be exactly the same everyday, so why should you run in automatically as if it did?
Paying attention to your PPC campaign means focusing on what works and figuring out what doesn’t so that you can work to improve it or budget your resources into something that will work better.
5) Make PPC work for you, not the other way around – Paid ads can give your business an immediate boost during a dry period. For others, it’s really the lifeblood of the business. Pay per click is a tool that should make online marketing easier and more efficient for a business. If you like the idea of PPC but don’t have the time or skills to run it the right way, it won’t help to start doing it on your own. The idea is to work smarter, not harder!
The idea of setting and forgetting DOES exist. But you should be careful if you choose to go that route. PPC campaigns that are automatically run can be beneficial in certain cases, but not for all businesses. For more information on PPC management, click here and call us at (323) 340-4010 for a free consultation.