There’s an old saying carpenters rely on: “measure twice, cut once.” It means that if you’re going to make a permanent change like cutting a piece of wood, you should double-check your measurements to see if they are accurate. Otherwise, you might have to end up cutting your plank again (assuming you didn’t cut it too short in the first place). It’s sound advice for craftsmen, but I think it’s a helpful maxim for us pay per click marketers as well.
Whenever you are about to make a major change in a PPC account, you need to be absolutely sure that you are considering all of the factors that are affecting that particular aspect of the account. Use reports, analytics data, and your own best judgment before you flip the switch on a potentially game-changing alteration. Remember, they call it “pay per click” for a reason. Even a small mistake could cost you hundreds or even thousands of dollars down the road.
Fortunately for us, pay per click marketing is all about measurement. While a carpenter may only have a tape measure in his toolbox, we have a whole arsenal of tools to help gauge success and prevent costly mistakes. Don’t ever assume that you know everything there is to know about your account – double check your numbers, and if you’re making a big change, get a PPC buddy to look at your new account, campaign, or ad group if you can. It’s a lot easier to prevent yourself from making mistake than struggling to fix it after the fact.