Let’s all admit something: social media marketing is fun! Forget about all of the data and numbers crunching, the ability to get precise information about demographics and how effective advertisements are is nothing short of amazing. It really does make life a little bit easier, and this is definitely not your father’s marketing world (Thank God!). However, a marketing professional has to keep something in mind. Adwords and other tools of the new trade are not toys. Even though it can be a very festive mood at times in the office, a person must be very serious when it comes to looking at the data and the campaigns. It helps avoid some scary serious panic attacks.
Getting lazy can cause very awkward situations. The notorious fat finger can raise major, major headaches when it comes to bid management. It may sound odd, but if you’re not paying attention, you can very easily move your bidding decimal point to the right with the CPC by accident. Sometimes, confusion about the number of impressions ads are getting can happen when person forgets that those same messages were not sent to rotate, but to optimize instead.
CPCs now and then can be like little gremlins in the ad campaigns. Default Max Bids are not set at the keyword level, and sometimes people forget that. Incidentally, have you noticed how AdWords uses all kinds of acronyms? You had better remember the right ones, or you are in for a major migraine.
Clients can also get confusing. You have to remember little things such as the trademarks, and what exactly the client is selling. It is important also to remember that a client may have several lines of business and the last thing you want to do is to confuse them. Setting up an Adwords campaign for men shoes when the client also sells men’s shirts and wants the ads for the shirts can result in a number of frustrating, nonbillable, hours of correction. Keyword reports can get awfully inventive if mistakes are made in the inputting of information. All of the various tracking reports that Google allows don’t mean anything if you are continually getting confused about which one. Recent changes in the Adwords Editor need to be constantly in mind.
All of this leads to a very important moral that every person using Adwords in particular must always keep in mind. AdWords comes with a fantastic array of tools, but you have to be sure you’re using the right ones competently. No carpenter is going to use a hammer when the saw is needed. You have to be aware of what is in the toolbox.
You cannot take things for granted and hope that Google is going to correct things on the fly. The CPC is one thing, and the Conversion Rates are entirely different. You have to know when to use either to get the job done right. Google is a very good marketing tool, but it is not a mind reader. Simply because the figures can be crunched and the results generated by the tapping on the keyboard is no excuse at all for being lazy on the job. It isn’t just efficiency or a commitment to excellence that demands this. Clients are rarely good-natured fools. If they see there is a problem in the campaign, they are going to demand changes. Depending on the scope of the state, they’re going to insist that the corrections not be billed to them. That is enough to give anybody serious nightmares. If only for the sake of your balance sheet, the ins and outs of Adwords have to be carefully followed. Social media marketing campaigns can be very creative and intellectually rewarding. Taking things seriously and being careful will assure there are no expensive mistakes.
Caution is something that people new to Adwords almost always use. The problems surface with those who have gotten so familiar with this tool, that they make careless mistakes. A rule of thumb is that you are never a complete master of any marketing tool. Consequently, you must always be careful with what you are doing. It means periodically quizzing yourself on the various elements of Adwords. That way, you know immediately what has to be used. It also means you are able to use it correctly.