It can be tempting to use all the powers of modern technology to put your PPC account on auto pilot– don’t! While some elements can be automated, your account will always need a human touch. This is best accomplished by someone who is well trained in PPC and understands your business model, products, and PPC hopes and dreams.
Efficiency is important, but don’t compromise your results.
A few Do’s and Don’ts for PPC management:
1. DON’T outsource your account / campaigns development to Google or allow your agency to do so. The reps may be overseas and can present a language barrier. Typically, quality is low.
* DO engage a PPC expert to do it, even if that means hiring additional resources or delaying by launching in phases. Get a second set of eyes for a reality check on your work.
2. DON’T automate all of your bids. Unless your account is very, very large, all automated bidding can cause you focus on bids amounts and lose focus on profitable clicks.
* DO review any auto settings periodically to ensure the automated bids are meeting your ROI.
3. DON’T use Google’s “opportunities” tab. There is no faster way to screw up all the hard work you’ve done!
* DO look for opportunities in new PPC channels, new feature releases by Google, and Google Betas. Test out targeting you previously dismissed. Brainstorm new approaches and messaging by examining competition and complementary industries.