Dealing With The Ups and Downs of AdWords.

We've already talked a lot about the benefits of hiring a third party to manage your accounts.  You can read more starting here.

However, probably one of the biggest reasons to hire a third party has not been discussed yet... and it's simply this:  AdWords is full of ups and downs.

Sometimes everything runs smoothly.  Profits are coming-in and you're just waiting for more data to make simple adjustments to your account.

However, AdWords is also known for surprise changes.

The most well-known is that every so often they tighten their standards of what they deem to be a high-quality advertiser.  The so-called, "Google slap."

When you're affected by this, you get hit overnight.  Google usually doesn't give much warning.  They simply lower your quality scores and jack-up your bid if you want to still get shown.

Then, when you contact them for a straight answer, it's hard to get.  Their support documentation often lacks specific details.

This then can leave you stuck to figure it all out on your own.  You might have to do a lot of testing to figure-out exactly what's going on and why you've been effected.

And, if you don't get excited by dealing with details, then this isn't a lot of fun.

On the other hand, if you had an expert manager, then he or she can guide you.  He or she likely manages many other campaigns and can pin-point exactly what's going on with minimum tweaks.

In addition to the occasional possible "Google slap," a manager helps with the day-to-day challenges of boosting your ROI.

For instance, if you're struggling with getting targeted traffic, converting the content network, boosting your clickthrough-rates, and so on, the guidance of an experienced manager can be very helpful.