In any PPC campaign, the ultimate goal is to improve and deliver better results year after year. Ideally, trendlines in your performance charts are going up and to the right.
Yet, despite the best of intentions, an account can hit the skids. Results tank and you might not be exactly sure why.
I’ve seen this happen too many times:
- From falling victim to a hacking incident and having a $100,000 budget blown up even before the workday started.
- To Google shutting down an account due to a sudden spike in holiday spending, resulting in a $150,000 loss in sales.
