I can’t tell you the number of times I have looked at a Google Ads account for the first time that has been poorly managed. It’s quite clear to see when an account has been created then left and ignored. In the industry, we refer to this as “set and forget”. Here are a couple of reasons why this is a bad plan.
Searches Are Evolving
15% of searches carried out on Google are entirely new searches. That is why it is important to constantly monitor the search query reporting on a Google Ads account. If it is left for too long, then it can become quite unmanageable. On top of this, there will be a lot of wasted spend, as a lot of these new searches might not necessarily be relevant. Alternatively, new keyword opportunities could be missed. At bolt, we carry out daily Search Query Reports for all our clients. The majority of the time, these result in ideas for new keywords and negative keywords to add.
PPC Is Evolving
Personally, I have been working in PPC for just over 2 years. The changes that have occurred in the industry in that time are enormous. Here is a list of some of the updates that directly affected my work.
- Ad formats changed from ‘text ad’ to ‘expanded text ad’.
- Close match variants introduced, expanding the reach of exact match keywords.
- The Google AdWords interface completely revamped, to the ire of many.
- Google AdWords changed to Google Ads.
Some of these updates are quite substantial. Therefore, it is wise to be constantly monitoring PPC accounts so that these updates don’t go unnoticed.
If you have a Google Ads account that you need help with, or need help setting up a new account, then talk to one of our experts today.