Are You Afraid of Making Changes To Your PPC Campaigns?
January 6, 2010 by Pablo Palatnik
Search Engine Roundtable had a poll regarding advertisers and their Adwords campaigns the other day in a post, which originated from a WebMasterWorld forum thread. Advertisers are sometimes weary and nervous of messing around with their campaigns because they feel if they change some things around, they can never get it back to the way it was running before, i.e. conversion rate, click through rate, etc.
Nevertheless, while SOMETIMES that is the case due to a change in a bidding, ad group structure, ad copy, and other factors, the famous saying goes, NO RISK-NO REWARD. Testing in your PPC campaigns, in my opinion, is imperative. By no means does this mean you have to be changing your campaigns or ad groups daily, or even weekly, but there is always room for improvement. By not making any changes to your campaigns and leavig it stagnant, I believe it causes more damage than good as you could be making changes that can greatly improve your campaigns. The trick is to implement changes slowly and keep track of what you are changing, adding and deleting.
To read more on this topic, here is an older post that touches on this subject: Help! My PPC Campaign Has Gone Stagnant
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Comments (1)
[...] Sometimes, and it happens to many online marketers, specially those who don’t have the time or resource to put into search marketing as much as they’d like, their PPC campaigns can go stagnant. Some advertisers ‘WASTE’ lots of money on PPC and some advertisers are scared to make changes to their PPC campaigns. [...]