Managing your account is something everyone needs to do. You could argue whether it should be done daily, weekly, or monthly. How much management and time depends on the size of your account.

This doesn’t mean you need to pay an agency to manage it, especially if it’s a small account. If you are self-managing your account and not reviewing the performance of the account at least weekly you're leaving money and your business success to chance.

If your account is large you run the risk of wasting even more dollars and paying someone to handle the management will pay for itself in savings and performance.

Here are just some of the reasons why ongoing management is important.

If you’re not managing your account your wasting money! 

If, nothing else in this article conveniences you this section should. If you are not actively managing your account I guarantee that you’re spending money on keywords that never produce business for you. At the very least you’re generating business at a cost higher than if you were managing your account on a consistent basis. 

Imagine all of the days, weeks, months and maybe years of mismanagement going on within your account. Think about all of the thousands of dollars that could have been put to better use. Like spending it on keywords that actually drive in business. 

Your competition is growing and they are managing their Google Ads 

Perhaps when you started there were only a small number of competitors. There are probably more competitors bidding on the same terms you are and they may have pushed you off the first page. Even if the competition is exactly the same you could still be missing out. 

Lack of ongoing management will result in your competition out bidding you and stealing business that could be yours. 

If their advertising and doing all of the things you aren’t - they’ll grow while your business stagnates or worse declines in visibility. 

Your audience is evolving and you’re not

10 years ago, everyone searched on a desktop computer. Today, more people searching on a mobile device is proof that everything changes over time. Industry terms and names tend to change as well as how people search. 

If you’re advertising on the term “dental office” for example and people start searching “dental center” because of this change you may miss out on potential business. 

Your relying too much on automation

Automation is great. However, automation is not a “set it and forget it” solution. While automation can decrease the time spent managing your Google Ads account - it is not smart enough to create, pause keywords or add negative keywords to your account. It also can’t implement advanced adjustments to your account. You’ll still waste a fair amount of money on keywords, devices and locations. 

Your offers have changed

Perhaps previously you offered free shipping and now you do not. Someone clicking on your ad and visiting your site may not purchase from you because your ad was misleading. 

Alternatively, you may offer free shopping now and didn’t in the past. Placing “free shipping” in your ad is a great selling point that you may be taking advantage of. The point here is – if you’re not updating ads and testing offers you are missing out on opportunities. 

You’re not okay with spending more for new business

If you’re going to take the time to invest it Google Ads you should be managing your account with some consistency not just to control spend, but to drive more business at the lowest cost possible.

I’ve never met a business owner who was okay with spending more for a customer. They always want more for less. I have a feeling you’re that way too. If you find managing your Google Ads account is too much to handle or not sure how to manage it reach out – I’d be happy to help!