It doesn’t matter if you are new to Google AdWords or if you have used the dashboard from time to time, you likely understand that launching a campaign is one thing; getting consistent results is something different completely.
If you are unsure if your PPC campaign is up to par, or if you are worried it needs help, keeps reading. Here you can learn some of the top signs it is time to engage a professional company’s services.
No Regular Changes to the Account
Some too many people have PPC accounts they never touch or look at once the campaign is created. If you want to see a return on your investment, you must monitor, manage, and optimize it. This is not a set-it-and-forget-it process – remember, you get out what you are putting in. While this is a time-consuming process, the more time you put into it, the better your results will be.
Be realistic about the amount of time you or your staff can dedicate to account management. Hiring an independent contractor or dedicated manager may help you save money over time.
You Rely on Optimization Suggestions from Google
Would you ever take medical advice from a doctor who never saw you in person? Even if they are well-intentioned, Google’s automated optimization suggestions are, just that, automated. These suggestions do not consider things like your budget, advertising goals, or the tolerance for risk you have, or any unique challenges your business faces. If you are only using the Optimization Suggestions from Google, it’s similar to taking advice from a doctor who has never met you. This is not a winning strategy.
Low CTR – Click Through Rate
Do you feel like people “just isn’t that into you?” This is what you may think if you have a low CTR. This usually happens with other problems, such as not using negative keywords or A/B testing. Since Google sees low CTR as an indication your ads are not very relevant to searchers, your quality scores will likely suffer, which will result in your ad-position falling and cost-per-click prices going up.
If you have a low-quality score through AdWords, it means that Google feels like the ads are not providing a quality search experience for users. This results in you facing a pricing penalty and paying more per click to get the ad to the top of SERPs.
The cost-per-click considers your maximum AdWords bid and your quality score. This is why it is so important to ensure your quality score is high. If you have a lower score, it indicates a more serious problem.
Improving Your PPC Efforts
When it comes to your pay-per-click campaigns, there are many things to consider. If you have any of the issues here, now is the time to look into professional services. They can help ensure your campaigns are optimized and provide the best results possible. Being informed is the best way to take charge of your PPC campaign.