One of the most important aspects of running a pay per click campaign is the time factor. Don’t just expect windfall results within one month. Take your time and build your campaign slowly by engaging in periodic ad testing, a daily budget, and bidding tweaks. This is very important.
Your ad testing should simply be an A/B test comparing your current ad text to a new ad and you can do this weekly, bi-weekly, monthly, or even quarterly. I recommend monthly. You’re trying to take the world by storm tomorrow. You’re building your campaign one day at a time.
The daily budget will prevent you from spending everything you have too soon. It allows you to make mistakes without breaking the bank. You can test your ads and tweak your bids with comfort.
Bidding tweaks are necessary because if you stay at the same bid day in and day out then you will rise and fall with the tide. More often than not, you’ll fall. One day your ads may be in the No. 1 spot, but it could be a day when you’ll get few clicks and most of them worthless. A day at the beach, for instance. But the next day you might be on page 10. Stabilize your placements by tweaking your bids periodically. Maybe not every day, but you definitely want to look at them a couple of times a week.
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