When You Should Pause Your PPC Campaign
by JR Farr
I guess this is kind of my first real post about something important so i better make it good.
I have been involved with online/internet marketing industry for several years now. Doing mostly interactive stuff, everything from PPC (Pay Per Click), SEO, Blogging, Web Design, Affiliate Marketing and the list goes on. By far my biggest passions are being an expert PPC marketer and a Web Designer. I am constantly using my skills as a PPC professional day in and day out to make my clients successful as well as myself.
Today I was on a site I visit on regular basis, SEOmoz.org. This site has great content for any level of expertise in this industry. Anyway, this article really caught my eye for some reason.
I really learned an important lesson here, and I wanted to share this lesson with other PPC noobs like myself. My first encounter with AdWords, when we were running our impressions test, was pretty embarrassing. I thought you could just set up a campaign and let it do all the work for you, but that’s certainly not the case. You need to check your campaigns constantly, and you certainly don’t want to be losing money in your advertising attempts. In my experience, it’s imperative to know when to hold ‘em and when to fold ‘em, so to speak. If something’s wrong with your campaign, sometimes the right thing to do is pause your ads and figure out what’s causing the problem, then make those changes and resume for testing. There’s no reason why you should have to dump unnecessary amounts of money on your campaigns, and we’ve now learned that.
You can read the rest of the article here.
It’s just crazy to me that even some of the most experienced marketers can make mistakes.
Most importantly though, I don’t understand how anyone can think that running a successful PPC campaign can be done on “auto-pilot.” Paid Search Marketing is not at the least bit, a set and forget. It is, in my opinion the most powerful online marketing tool today. If you have the right individual or team managing the campaign with the proper techniques and strategies it can turn the success of an online company around overnight.
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