Inexperienced Pay-Per-Click (PPC) users might as well drive by the search engine headquarters and just throw their cash out the window. In this economy, companies are trying to absorb tasks in house that under better financial circumstances, they would not attempt. It is a big mistake to have an in house inexperienced employee to work on your PPC campaigns and it can mean the difference of thousands of dollars.
In the past 14 years, I have come across way too many companies that have made this mistake. It is by far the most bitter sweet times of my job. It is great to evaluate for a company as to what is going on in their account and find things that are wrong per say and show them how they can do things better with their account management. That part is sweet and gratifying to know we can help and start making them more profitable with their PPC campaigns. However, the bitter side is when I do find mistakes that have cost these companies a huge amount of money, I cringe to know that this could have been avoided had they used someone with experience.
PPC has changed and continues to change over the years. There is always something new to learn or experience with things as small as a feature change to something as difficult as a complete platform change. There is a plethora of information out there to keep educated on PPC and if you are not working on your accounts full time, you are going to miss out on something. I could write for months on the different avenues of features and products out there to better your PPC campaigns. This has nothing to do with we can do it better or you should go with us…I mean you should, but that’s not my point.
Because of all the options in these search engines and their detailed functions, companies are unaware of the pros and cons of each of them. Where one may sound great and fitting for your campaign, up front, may not be if you truly understand all of the dynamics of what each one does. Most people set up their campaigns and just opt in to all the basic defaults in an account set up and let it ride. After a few months, they are wondering where all their money went and why nobody called to buy. If you take anything from this read, make sure to have an experienced user managing your Pay-Per-Click campaigns. It will protect your company from losing an unnecessary amount of money and provide you with the true results that PPC is designed to deliver.
For more on Pay-Per-Click, call us at 1-800-978-3417 or Contact Active Web Group and let us help you!