Pay per click marketing is effective advertising because it has the potential to turn a few cents into huge revenues. But in order to make it work that way someone needs to manage it. You can’t set it and forget it and expect it to perform.
Probably one of the biggest mistakes that new advertisers make is thinking that you can write an ad, post it live and wait a few weeks to see what results come in. Search engine marketing is a very dynamic field. Blue widgets may be hot today, but yellow widgets could be hotter tomorrow. So you have to keep your ear to the ground and your eye on your wallet then make adjustments where necessary whenever necessary.
It is this dynamic nature of PPC that makes it so potentially lucrative, but also potentially dangerous, as an advertising medium. If you just set your advertising campaigns and let them run then you could be throwing away hundreds or thousands of dollars a month, or a day for some advertisers, on keywords that won’t convert. What you should be doing is constantly tweaking, experimenting and searching for the right keywords that convert for your business.
Just remember, when advertising through pay per click, don’t set it and forget it. Keep a close eye on your campaigns and make adjustments when necessary. If you aren’t sure how to go about this then hire a professional to guide you.