WFT Pay Per Click Account Review

I go over different PPC accounts for friends all the time.  I tell them that part of my free PPC advice is being able to blog about my result.  This post is a true WFT Pay Per Click Account Review.  I deep dive into an account where they paused their most performing ad.  Here are some of the huge pay per click mistakes that I have found this week with a free client reviews ads.
This client is a screensaver company based out of California with VC funding.  Nope, not going to give away there name though with 2 seconds research you could find them… hahaha.  I wrote about them a couple weeks ago about what not to do with your PPC account.  This week I’m back at it again as they’ve been changing more things in their account.

So I went into the account where they had paused one of the highest converting ads on their site.  They only spend around $5K/month.  This one ad represents 50% of their account spend for the month.  They paused it.  The ad is only converting at .24% CTR which isn’t that good, but the fact that they are getting a $.46 CPC as well as a total cost per conversion is around $1.95 is pretty great.  Anyone else think that this is pretty awesome work I’ve been doing for free?  Who else would like to have a 23% conversion rate?

The client target CPA is $2, looks like we’re hitting it right?  Yup, we are.  Client really didn’t know what they were doing when they changed the account around.  They decided to pause this account to make room for more money for new ads they were trying.  They called me up in a panic after a week because their conversions had dropped like 30 conversions a day… duh, you paused your only Adgroup that was making money.  Don’t do this.

Bottom line, if you’re a company and you’re spending a couple thousand a month, hire a PPC agency to do the work.  If you don’t know anything about PPC, don’t pretend like you know pay per click marketing and go pausing and adding things to an account.