I get the question all the time. Should I manage my own PPC or have someone else do it?
Here is my standard answer:
If you have a SMALL campaign. ($750 per month or under) you can do this yourself. As your budgets increase, two important things happen. 1) Management becomes a SMALLER part of the overall spend and 2) As your spend increases, the importance of getting into the little niches and taking advantage of ALL the opportunities becomes paramount.
The answer I typically get is this: “What about the advanced tools that Agencies have?”
Well yes, agencies have some specific tools to help, but Google notices the little guy as well. And they are offering an increasingly cool number of Automated bid management tools that MAY (note the word MAY) facilitate you managing your own Adwords campaigns. The latest of these tweaks is Google Smart Bids. What is the difference between this latest bidding strategy and other previous ones?
Simple as that. Machine Learning (or Artificial Intelligence if you will ) powers Google Smart Bidding. It takes into account TONS of factors to find you the most relevant traffic for the least money. It factors in literally thousands of points of data that even the best of agencies cannot factor in by hand.
So why not use Google Smart Bids for ALL sizes of businesses..It may well happen soon. the catch is that even with machine learning, you have to point it at the right niche. You cannot just say “City Real Estate” or “City Plumber” and have it go after that.
So as machine learning starts to evolve and umm…learn, you need to set up conversion tracking on your site CORRECTLY. (Hugely IMPORTANT)
Then start small. Target niches and work your way up.
We are happy to help you set up an automated or semi automated bid program and give you advice to monitor it carefully.