Because things can change fast, and if you’re not showing up to react to the changes, or progressively stay in front of change, you lose. Game over. Go home. The PPC campaign dies.
So you should be evaluating your PPC campaigns on a regular basis. This is the only way to stay ahead of a constantly changing market. The moment you stop managing your PPC campaigns is the moment they die.
Here are just a few quick tips to prevent your PPC campaigns from completely dying out, but by all means not an exhaustive list.
Know your metrics
This is most important, so I’ll write it first…
Figure out how much it costs to acquire a customer. Then make sure you aren’t spending more to obtain a customer on clicks that what you’ll earn as a result of acquiring the customer. Common sense really.
You’ll see a helpful list below this point here, but suffice to say, if you are paying more than you make, your campaign will be donezo!
Keep abreast of new features
The Google Adwords platform has dramatically changed over the years. Microsoft adCenter has made a comprehensive round of recent changes.
Take advantage of change. Evaluate your campaigns using the tools that the engine provides.
Always be evaluating
Pay attention to the obvious i.e. click-through rates and conversions. Study the not-so-obvious i.e. the copy that most appeals to your audience. Then, amplifly the positive. Eliminate the negative.
Study your competition
The more time you spend and deeper you go with competitive intelligence, the more questions you’ll develop. Before long, you’ll start to make predictions about your competitors’ behavior. This will lead to your own campaign adjustments.
How about a PPC campaign done for you, setup, ready to hit play?
Here at Yaghi Labs, we can have a complete PPC campaign setup for you in your own account. It will have tens of thousands of keywords, about 500 adgroups, and roughly 1,000 ads (not unique of course).
Our PPC expert, Jim Yaghi (CEO here at Yaghi Labs) will recommend the daily budget to be set, a recommended bid for all keywords, and it will all be paused and waiting for you to hit go.
Check it out here: