Network With Randall

Set It and Forget It AdWords Accounts

September 8, 2008 | Filed Under Online Marketing, PPC, SEM

Every so often I run into someone who runs AdWords campaigns for a client or two and they want me to help them out with some initial keyword research. I even worked 100 hours a month for someone setting up campaigns. All too often I then look back at those campaigns to see how they are doing and I check the change history in the tools tab only to find they haven’t done a single thing to upkeep the account except generate reports and charge the client.

Now don’t get me wrong, I am a longtail machine and many times an account or campaign can go a long time without major tweaking, but between bid and budget adjustments, daytiming changes, content network site exclusions, and ad copy split-testing regular upkeep needs to be just that…

…regular.

There is no such thing as a set it and forget it PPC campaign, and if anyone tells you otherwise run away, very very fast.

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