Don’t Waste Your Life on PPC

PPC is boring as hell. There, someone in the industry has finally said it. Anyone who has pored over the Adwords interface at stupid o’clock, trying to figure out why Google has reduced (or increased) your quality score for no apparent reason will probably agree with me. It is my firm belief that anyone who says they have a ‘passion for PPC’ is lying through their back teeth.

So why have I been doing PPC for over 10 years?

The answer lies in the lifestyle that PPC marketing can create. You see, I’ve not really been ‘doing PPC’ for 10 years. I’ve been setting up PPC campaigns in a way that ensures profitability, and then giving them minimal maintenance checks to ensure that all is running smoothly. PPC can be a great source of *almost* passive income, as long as the basics are done properly. You do not need to spend hours a day managing a campaign – anyone who says you do probably wants to manage it for you and have you pay them to do it. I don’t have a passion for PPC but I do take some satisfaction from saving people money.

If you’re going to spend a serious amount of time improving your PPC campaign I would suggest you focus on your website above all else. Double your conversion rate and you halve your PPC costs. Don’t fret too much about low QS or poor CTR because at the end of the day you’re only really interested in making money, and that means earning more profit from actual sales than you’re spending with Google, Bing and the rest.

Life is short. If you spend the next decade buried neck-deep in spreadsheets and Adwords reports, tearing your hair out about Google’s latest updates, you’ll look back and think ‘did I really make the most of my time?’ The answer will probably be no. And you’ll never get that time back.

Use PPC to get your business making money (it’s really not that difficult), and then, instead of devoting your life to this discipline, go and use the profits to enjoy yourself or plough into other areas of your business that may give you more satisfaction. Or become a PPC consultant like me…

 

About The Author

Michael Madew

PPC expert with over 10 years' experience in creating and managing highly profitable PPC campaigns on Google Adwords, Bing Ads and other paid search platforms.

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