You can't do PPC if you can't code

30 Jan 2015

There are dozens of interrelated on- and off-site metrics. There are hidden factors like Quality Score and competitor activity.There are unquantifiable, fuzzy influences like user intent and ad quality.

On top of that, anything can be altered over time: not only do features come and go, but trends turn and competitors change.Even if you could set up your campaigns perfectly, you can’t leave them alone and expect to keep raking in the highest possible’s a combination of statistics, mathematics and science as well.

Yet most companies are building teams by hiring marketers rather than statisticians, scientists and programmers.You can tweak settings but you don’t have full control. Every business has its own needs and goals, so it’s unlikely they can always do precisely what you need.Rather than struggle to manipulate a third-party tool, why not just build something that works for you?

Coding takes care of repetition

Reporting isn’t hard – it’s just copying and pasting data – but it’s taking time away from tasks that actually need your brain.You can automatically run reports in AdWords or Analytics, but if you code your own reports you can customise any external or calculated fields you want and use that data to make custom dashboards.
You can also reduce repetition by using code where you want to make identical changes to similar campaigns – like if you have copies of campaigns for different locations – or (using the API) automatically sync campaigns in Bing Ads when there are changes made in AdWords.

Coding does the worrying for you
A programme can watch your accounts all day, every day – so you don’t have to. You can set up emails so you’re warned when URLs break, performance plummets or budgets are in danger of being exhausted too soon.Things like ad writing and keyword research need a human eye – you need to judge the persuasiveness of calls to action and the intent behind search queries.

Read 1923 times