Its all to easy to do especially if your signed up with some big national PPC company. Our Essex PPC Agency is very different we are hands on and are strong belivers in manual optimisation to gain results for our clients, Automation isnt just something we see in the world of PPC agenices, automation has taken its place in physical retail too. For eaxmple, the supermarket checkout, automation technologies have become the standard tool for streamlining workflow and operations. They are undoubtedly one of the greatest business development tools ever invented. But, as with anything automated it takes the element of control away from the users. We find that many PPC agencies depend on this far too much from using software to develop scripts to stick on all their clients or using Googles lazy programmes such as Performance Max Campaigns and Smart Shopping, With Google Ads, it could cost you not only your profit but your business, too.
Manually Optimise Those Campaigns!
Automation relieves a lot of stress for ppc agenices that have taken on 100+ clients. As a general rule of thumb when signing up with a PPC agency that charges you a percentage of your ad spend, you will see they run optimisations 1-4 time per month thats it. Alot of these are automated such as Ad scheduing and device bid adjustments. That isnt how it should be and its not how we do things. With our Chelmsford PPC Agency we say NO to automation and make all of our optimisations manually using data we have gathered from Google Ads, Analytics and on store data. A lot of our clients tend to build their own campaigns initially, they then press enable and just leave it to do its thing. But this can really cost a business. Changes are happening every day when it comes to digital marketing, new competition, chnages in search terms and opportunites and more. All of this can have an effect on your campaigns. With new clients of our Witham PPC Agency and Chelmsford PPC agency we tend to monitor all accounts every day. Small optimisations will be made every 2-3 days with larger changes being made once a week, these chnages and optimisations include building negative keyword lists so you dont pay for irrelevant clicks, Reducing CPC on certian ad types and products that are underperforming. Keyword and IS research to understand and ensure all opportunites are being fully exploited and finally, customer, device, geographic and demographic optimisation are being made.
Stear Clear of Automated Bidding
One thing you must remember is that Google is a business just like yours. There goal is to maximise revenues and profits. The way in which they do this is by encourging you to spend as much money as possible. One of their key ways of doing this is by pushing automated bidding. Automated bidding automatically sets your bids on your ads based on their likelihood of getting clicked and achieving a sales conversion. The system can be customised for a specific sales goal or business objective, and saves hours of effort for business owners.But on the other hand you loose control. You may get more conversions or clicks but if your spending £1 on that click and the item your selling is on £2 then 50% of your profit is gone, This is why you have to be smart. Our Essex PPC Agency actually looks in to your store, discusses your profit margins to make these decisions.
As we mentioned above, it’s appealing to just ‘set and forget’, and PPC agenices will assume one size fits all and if something is working for one of their other clients you can bet they will try it on you. Thats not personal and, it should be every account should be managed on its own metrics. Our Chelmsford PPC Agency does just that!. Running automated ad campaigns unsupervised is unwise to say the least, and more then often costs the company more money then the return is profitable. AI (artifical intelligence) is how these Agenices run their scripts and how Google run their automated bidding methods. AI will never be smarter then a human with years of experience. Get in touch with the Essex PPC Agency today to find out more.
Remember Your Building A Brand
Wether you are a start-up or 20 years old, your brand is always being built. A focus often forgotten about when it comes to PPC agenices is customising your clients website experience. Its great to run ads that get you clicks, good impressions and get you high up Googles search results, but that means nothing if your website doesnt behave as it should and the consumer isnt converting. Imagine spending £100 on google and not getting a single order or lead as a result. Its then very detrimental. Although a Chelmsford PPC Agency, we cover surrounding areas such as Witham, Braintree, Colchester, Rivenhall, Kelvedon and much more. With regards to your brand and automation, Allowing Google to automatically position you in the Advertising department and choose your keywords and search terms can really hurt you. Search terms are automatically generated and around 35% of these bare no relevance. Imagine having a brand selling items relating to Christinaity. One of your search terms will be religion, that means another one of your search terms will be related to Hindu or Muslim. These are completely off-brand and will then allow the consumer to relate your business to soemthing you dont represent.
Over-messaging
Again, on the automated advertising front another thing to consider is the automated or dynamic text ads that Google creates. We find these to be very poor. It works by Google Bots crawling through your website to find captions, quotes and headings to build an advert. Google can sometimes get carried away with this and end up spamming your Text ad with repetative keywords or, irrelevant keywords this again poses the risk that you will be found for things irrelevant to your business and in-turn wasting your money on clicks that will never convert.
Our Final Advice: Never put your business and brand in to the hands you can not control.
The first way to avoid this is by contacting our Essex PPC Agency. The next step is taking control, Do not be tempted by a one-click solution. These are not built with you in mind, they are not going to save you money. Its your way of saying to Google heres my money spend it all and give me the best results you can...please. Instead you should be instruction our Chelmsford PPC Agency and saying this is my budget i dont want to pay more then xyz for a conversion, i only want relevant clicks etc. Now we may have been very critical on automation but it does play a role. With Google there are certain ad types that really do benefit from having some automation such as re-marketing Google will automtically add a re-marketing list for customers that have abandoned carts or been on the website but not converted yet. Using this automation with manual control can increase your conversions and revenue,
Thank you for reading this brief article. If you would like to discuss your PPC needs and get ready for growth please feel free to get in touch with our Essex PPC Agency.