3 Ways That Your Pay-Per-Click Accounts Act Like Unruly Children

By Bodie Czeladka in Dilate Digital

A well managed PPC Account can bring a lot of qualified leads to a business website. However, many people find that PPC accounts are the difficult children they never asked for, requiring constant supervision. If you aren’t adequately prepared, dealing with your PPC account can be an exhausting and time consuming experience which will have you crying out for a babysitter. Here are three ways that your PPC account can act up, and how you can handle it effectively.

A PPC Account Cannot Be Left Alone

Much like a toddler, a PPC account cannot be left alone for too long. It may seem like everything is ticking along fine, but as soon as you are look away, an unruly PPC account can rapidly get into trouble. This could manifest in a number of ways, such as an increase in spend and CPC fluctuations. To get more control and keep an eye on your account, there are a few tips and tricks you can use. Start by making sure that the campaign budgets are set at a value close to your daily spend, and always use campaign alerts to email you an alert if your CPC increases or decreases dramatically. Get a snapshot of your account emailed to yourself daily- or even better, have it downloaded to an app on your phone for a PPC nanny-cam.

2. Your PPC Account May Sleep a Lot

Your PPC Account can be understood through testing and ongoing analysis. However, sometimes it may seem like it falls asleep at the strangest times. This can be infuriating when you’re running a campaign and anticipating an influx of qualified visitors to your site! The result could cost a lot of money, and lead to a lot of frustration. In order to manage this behaviour, it’s a good idea to look at ways to optimise your account. Consider using heat maps to analyse AdWords bid modifiers, and always pay close attention to day parting data.

3. A PPC Account is Not Always Logical

Sometimes, kids do the darnedest things. And, much like a child, you may find that your PPC account occasionally acts in an illogical manner. The best marketers strive to use best market practices to optimise their results, but sometimes that is not enough. Every now and then, a PPC account will just act strangely and react adversely to optimisations that are made. There is no real way to prepare for this; it’s important to test and research thoroughly before undertaking an optimisation. This can be especially true if there is going to be a major change such as a full restructure. Always remember that if the account completely goes off the rails, kicking and screaming, it may be a good idea to revert back and have a rethink.

If you’re considering using pay-per-click as part of your online marketing strategy, contact us for more insider tips. We are experts in all aspects of online marketing and we can help you to get the most out of your PPC campaign. Get in touch with us here at Dilate for more information.

Dilate Digital
Bodie Czeladka

True Digital at heart; Director of all things wonderful at Dilate Digital, with an advanced understanding of digital marketing and new software applications. Gadget-geek surfer, husband and father who enjoys anything away from the concrete jungle!

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