Many marketers use paid search ads to serve text ads to people searching for their products and services. Pay per click, or PPC, campaigns can be very beneficial and provide a solid return on investment. However, some people believe that once the campaign is set up and started the job is done. Tobaria and Aaron tackle this myth in today’s episode of the Marketing Myths Podcast.

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Show Notes

I’ll tell you right now that this myth is false. Setting and forgetting is the best way to spin your wheels and not get any of the traction that you’re looking for to grow your business.

One of the more popular reasons that people like to set and forget their PPC campaigns, is because they don’t have the time to manage it. And I’m not saying that they don’t. But what I am saying is if you find yourself in this situation, you should hire someone who does have that time to dig out some valuable insights.

First and foremost, we don’t want to waste ad dollars. That’s the driving point behind 2 of the 3 reasons I’m going to list below.

One of the first things that you can find out is what is your Actual target demo? You may think it’s Men ages 18-24, but if you have your PPC campaign configured correctly, the data may actually show you that the people who buy from you the most aren’t in the 18-24 age range but rather they’re in the 55-64 range. You may be surprised that they’re a totally different gender than the one you originally thought.

You can also find out about where you can launch a product. You may have thought that the coasts was where you would see an explosion of business. However, upon further review of your campaign, there is a crazy demand for you product in the Midwest. If you were to set and forget your PPC campaign, this wouldn’t be information that you could otherwise stumble across.

It could help you launch a new product. If you review the different ways that people found your product, it could give you some insights on other things that they want as well. For example, if you sell water bottles, but somehow a lot of the searches that brought people to your website are water bottle holders, maybe you could look into water bottle holders and see if there is any opportunity to grow your product line. This is more valuable information that you wouldn’t normally get if you just set and forgot your PPC campaign.

So 3 of the many things that we covered here today that you could be missing are audience information, geo information for product interest, and you can potentially grow your business by launching new products off of your original product.