While most copywriters have avidly studied Claude Hopkins’ Scientific Advertising, very few have even heard of Theodore MacManus, let alone read his book, The Sword Arm of Business. And yet MacManus was, in some ways, a more successful ad man, having:
Are you getting the most from your pay per click (PPC) campaigns? How would you know? Are you as efficient at getting clicks and converting visitors as you would be carrying water with a leaky bucket? Let me give you 7 signs to tell that you are not optimizing your PPC spend:
1. You use the set it and forget it strategy to PPC. If you setup your PPC campaigns months ago and haven’t adjusted a thing in it, I can practically guarantee you have room to improve it. The seasons change, traffic flow and traffic quality change, even Google’s Quality score changes.