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Sometimes they intend to let their paid accounts run with minimal oversight or stop their campaigns entirely.
The motivation for this decision can vary.
And sometimes, it’s intended as a cost-saving measure. Clients decide to cease PPC activities for several months to “save money.”
Here are just a few:1. Clean Up Costs
Basically, we have to go back to the drawing board.
It takes a lot of time to comb through all account settings and make adjustments.
Often, it’s easier (and faster) to simply create new campaigns from scratch.
Because cleaning up accounts or creating new ones takes a lot of time, these activities come with a cost.
In some cases, that cost is more than if we’d just continued to manage the account in the first place.2. Wasted Ad Spend
When an account is left to run on its own, largely unsupervised, it doesn’t take long for inefficiencies to creep in.
One of the most obvious ways this occurs is in wasted ad spend.
As PPC managers, we monitor our client accounts every day, and one thing we’re constantly looking for is irrelevant PPC traffic.
But if you don’t have good account management, this weeding-out process doesn’t occur, and you end up with wasted ad spend.
As a result, your cost-saving measure of pausing professional account management ends up costing you money.
But she didn’t want to target people who want to get into the fashion business. She wanted to target people who needed her services!
Because her account was being actively managed, we quickly negated those search terms. But without ongoing negative keyword management, she would have ended up paying for a lot of “bad” traffic.3. Loss of ‘First Mover’ Advantage
Almost every week, Google introduces new AdWords features and refines existing ones.
You only have to check AdWords help to see the many changes that have occurred over the past few months.
But if you aren’t paying attention (or if your account is paused), you miss out on these opportunities.4. Poor Automatic Adjustments
AdWords changes present another problem for accounts that aren’t being actively managed.
Google’s common practice in AdWords is to announce changes and then assign a deadline for account adjustments.
If you miss the deadline, it’s possible Google will make adjustments on your behalf.5. Missed Opportunities
It’s heartbreaking to open up a client account that’s been left unmonitored and discover missed opportunities.
This most often happens with elements we’ve been testing.
For example, we often test different headlines to see how they perform.
Sometimes, they all perform similarly.
But other times, one headline dramatically outperforms the others.
But because the account wasn’t being managed, this finding wasn’t acted on — and the opportunity was lost.6. Entrenched Competitors
Clients may decide to pause their campaigns or let them run unsupervised.
But that doesn’t mean their competitors will do the same.
And they may never catch up with their competitors.
We experienced this recently with a client.
The client decided to stop running all campaigns from September to December 2023.Alternatives to Shutting Down Your AdWords Account
Given the negative consequences of neglecting PPC management or shutting down accounts entirely, it should be a last resort.
A better approach is to step back and take a broader view of what’s happening.
Maybe there’s something more fundamental going on with your business that needs to be addressed.
Or if you’re struggling to keep up with order fulfillment, then maybe you need to make changes to your production process.
Regardless, before you take the drastic step of stopping PPC altogether, have an honest conversation with your agency. See what they suggest. They may have an alternative solution you haven’t considered!
So take a serious look at what else you can do before you decide to ignore or shut down your accounts.
Otherwise, you may end up spending more than you saved in the first place.
And you risk losing ground to competitors and missing out on opportunities that won’t come around again.
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After enormous hype, Apple unveiled its latest creation – The iPad. While tech pundits and Apple fans seems to be divided over whether this new device is a WIN or a FAIL, one thing is clear: Apple is making a clear grab for several poorly defended market segments.
It’s a bold move, and one that could make the iPad a bigger than the iPhone.
Before I go on, let me first address why I think that pundits and Apple fans are divided over the iPad, whereas most seemed to supportive of the iPhone. It comes down to knowns and unknowns.
When Apple unveiled the iPhone, the emphasis was on the phone side of the device. Yes, the platform for apps was embryonic, but the iPhone was still a known – a smart phone with web and email built in. People were happy with that and concluded that the iPhone would be a success almost purely based on the fact that it as an Apple branded phone.
The iPad is different. There is no real comparison to it, and that makes people uncomfortable and nervous. While they want Apple to be innovative, at the same time they want the company to do things that are normal and predictable. The iPad is neither of those things.
First thing that you notice when you peruse an Apple Store is how currently you cannot currently buy a computer for under $500. The cheapest system that you can buy is the screen-less, keyboard-less Mac mini, which starts at $599.
Apple CEO Steve Jobs once said, “we don’t know how to make a $500 computer that’s not a piece of junk.” Well, that has now changed. The budget 16GB iPad comes in at a dollar under the $500, opening up the opportunity of Apple ownership to a totally new market.
It could be argued that the iPad isn’t a computer in the same way as a Windows- or Mac-based system is. The proliferation of smartphones that have a pared down operating system (such as the iPhone) makes this a moot point.
The iPad is an Apple-branded device that has a keyboard and screen, runs programs and games, handles emails and can browse the web. To most buyers, that is a computer. Yes, it’s an Apple computer, and it can be bought for $500.
That alone has the potential to make the iPad a huge hit, not only because the buying public will love that price, but enterprise will also love that price.
Currently the biggest tablet users are financial, insurance, scientific and media. The tablets these folks use are heavy, clumsy, and expensive. By comparison, the iPad is light, sleek, sexy and cheap. Lack of software might initially be a problem. But iWork apps for the iPad is a clear sign that Apple is starting to take enterprise apps more seriously, so there’s a good chance we’ll see more of the same in the App Store soon.
Another market that the iPad is targeting is the ebook reader market. So far, Amazon and Barnes & Noble have had this market pretty much to themselves. And while they both have their own ebook readers (Amazon has the Kindle and B&N have the Nook), both these devices are pretty basic and do little more than allow you to read books on them.
Both these devices now have serious competition, from not only a dominant consumer electronics maker, but also a company that has its own content distribution system all set up, with millions of customers already familiar with how it works. This puts the Kindle and the Nook both in a very vulnerable position as Apple puts the squeeze on them.
Also, it’s a fair bet that, internally within Amazon and B&N, the product managers for the ebook distribution will be trying to come up with ways to leverage the hype hysteria surrounding the iPad (at the same time the product managers for the ebook readers will hate any move that could weaken their position). If Apple can leverage iTunes (and its massive user base) to push down the price of ebooks, this could put severe pressure on the likes of Amazon and B&N.
Another market that the iPad is targeting is gaming. The iPhone and iPod touch are both competent gaming platforms, especially for the casual gamer. With the iPad, which has a more powerful 1GHz A4 processor (about which we know very little else, but we can assume that it’s ARM-based), has the potential to become a very powerful platform.
With games studios such as EA firmly onboard with Apple, we could see the iPad start to eat into game console sales (especially when you look at the price of games for consoles, and compare that to games for the iPhone platform).
As you can see, while the iPhone initially went after a single, well established, market (the smartphone market), the iPad is simultaneously making a grab for several markets. Most of these markets are of interest to Apple because it can use iTunes as a conduit for new content streams, which in turn means new revenue streams.
In a year’s time, consumer electronics will be different, and in part, that will be down to the influence of the iPad.
Hacked accounts are being used to increase play counts of obscure artists by the thousands.
Closer digging reveals that something a bit more sinister might be at play. Over on Reddit and Spotify’s community forums, dozens of users have noted that hacked accounts are being used to rack up hundreds or even thousands of listens for obscure albums of DJ mixes or short ambient listening tracks.
A BBC report confirmed that ever since Spotify allowed independent artists to make their music available on Spotify without involving labels, there have been some no-name artists with no digital presence racking up a disproportional number of streams. Since artist earnings are completely tied to the number of streams, it is easy to put two and two together. It would appear that there’s a larger nexus at play to drive up revenues for borderline fake albums using hacked Spotify Premium accounts.
Spotify Community Forums
We reached out to Spotify to better understand the issue at hand. The company told Android Authority that it is aware of bad actors throwing up albums specifically meant to manipulate the streaming giant’s algorithms. On its end, Spotify claims to be making a concerted effort to remove these albums.
The company confirmed that it is using AI and machine learning patterns to identify individuals gaining a very high number of streams in a short period. This raises flags and allows the company to scrutinize better if the artist is legitimate or not.How is the Spotify account getting hacked?
Here’s where things get complicated. In our conversation with Spotify, the company placed the blame squarely on users. Specifically, the company says that users often share passwords with friends or family who might reuse weak passwords between services. When passwords get leaked, it is fairly trivial to brute force to see if the account is valid. Freely available tools can take a database of thousands of compromised emails and passwords and brute force them to try and gain access to Spotify and other services.
We reached out to security analyst and founder of Have I Been Pwned, Troy Hunt, who had the following to say on the subject of password reuse:
Spotify clearly needs to be more resilient to this form of attack and they have a role to play in better protecting their customers even when the account takeovers stem from poor customer security practices. Adding [two-factor authentification] capability is a good example, although the problem with that is there’s always exceptionally low adoption rates (Dropbox has about 1% of customers turn it on) and those who are aware enough to use it are more likely to practice good password hygiene in the first place!So how do I restore my hacked Spotify account?
Spotify chat support is your best bet to regain your account, but you better have patience.
In this case, you will be connected to chat support and will need to provide additional documents like a payment invoice received by mail and a screenshot of a bank statement confirming payment for the service. Having been in the unfortunate position of using this myself, I can tell you it is a time-consuming process, but it does work.
No, Spotify doesn’t support two-factor authentication for general users. It’s only available on Spotify for Artists accounts.
Imagine my horror the other day when I saw an otherwise sharp friend of mine shut down his laptop by holding down the power button until the system turned off. Why is that a really bad idea? I’ll explain this week–and I’ll also tell you about a Web service that could very well save your life.How Not to Shut Down Your PC
“What? I was just turning off my PC,” he replied innocently.
Sometimes I forget that some of the stuff I take for granted isn’t common knowledge. So in case you’ve been committing this same heinous shutdown crime, allow me to enlighten you.
The only time you should press and hold the power button is if your computer is locked up and otherwise unresponsive. A five-second press will usually force a “hard” power-off, after which you should wait another five seconds before turning the machine back on. But if you do this all the time, Windows won’t be able to perform its necessary shut-down housekeeping stuff, and ultimately you’ll muck up the OS.Learn Your Laptop’s Power Settings
My aunt recently told me about a problem with her new laptop: Whenever she’d step away from it for more than a few minutes, she’d close the lid. Upon returning, she’d open the lid, only to be faced with a blank screen and no response from the mouse or keyboard.
You see, Sleep (aka Standby) puts your system into a low-power, off-like state, allowing you to pick up where you left off after just a few seconds–in theory, anyway. A PC in Standby mode continues to consume battery power, so it’s not uncommon to return to a “sleeping” PC to find that it’s just plain dead.
Both ends of the Hibernate process take a little longer than sleep mode (usually 10-20 seconds, in my experience), but you avoid any of the issues that can arise when Windows suddenly loses power. And as noted, Sleep mode is notoriously flaky. If your system refuses to wake up properly, you’ll end up losing whatever documents and/or Web pages you had open. Consequently, I recommend using hibernate most of the time.Dial2Do: Hands-Free E-Mail, Texting, and More
Easier said than done, right? Actually, no: If you use Dial2Do, all the aforementioned activities are easily said and done. This amazing service lets you send text messages, listen to e-mail, add appointments to your calendar, and plenty more, all using just your voice.
Start by signing up for a free trial account. Add the special Dial2Do number to your speed dial, then call it when you want to do something. If that something is, say, send a text message to Bill, wait for the prompt and say, “Send a text message to Bill.” Wait for the next prompt, then say what you want to say. When you’re done, Dial2Do will transcribe your words into text and send them on their SMS way.
You can do likewise with e-mail, though in addition to composing messages, Dial2Do lets you listen to those you’ve received. It works with a variety of third-party services: You can dictate Facebook/Twitter updates, add appointments to your Google Calendar, send a note to Evernote, listen to local weather, and on and on. All this happens entirely hands-free. Besides safety, there’s another perk: If your phone lacks a keyboard, you’ll find that dictating text messages is a lot easier than pecking them out on a numeric keypad.
Rick Broida writes the PCWorld
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Review of ChaCha for Windows 8, 10: Free Answers to Your Questions
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We’ve got a ton of educational, informative apps in the Windows Store. We’ve reviewed Wikipedia and Encyclopedia Britannica, to name just a few. You can put Khan Academy in that category, for sure. And today, we’re going to review ChaCha for Windows 10, Windows 8 and Windows RT, an application that’s here to provide free answers to your questions. If you’ve been using the ChaCha website, then this new application for Windows 10, Windows 8/RT device will be a welcome addition.
Some might think – why use ChaCha when you have Google at your hands? Well, the answer is simple – Google might not deliver such “personal” results as the ChaCha application does. There are more than 2 billion questions/answers in their database and they even claim that it’s the biggest Q&A database in the world. Let’s see how the app behaves in Windows 10. Windows 8.ChaCha in Windows 10, Windows 8
To remind you once more, ChaCha is also a search engine, but it’s human-guided, so this means that the answers are edited and made perfect for you. When you first open up the application, it will first display a window like the one above. The design of the application is well-suited for Windows 10, Windows 8 and RT devices, unlike other failures (hear that, BBC?). There are three big categories: Recent Questions, Featured Questions and Gallery.Ask ChaCha anything
Besides the three big categories, there is a left column where you have the following: Ask ChaCha, MyAnswers, NearMe. And here comes the feature that I love the most – Ask ChaCha. Asking ChaCha is being done, once more, through the know-and-do-it-all Charms bar.
You just type in what is it that you’re curious about that ChaCha will start searching that for you! You’ll be given the answer to your question and, also, there will be displayed related questions that might further interest you. The Gallery is like an informative wiki section, with interesting articles on just about anything.
From what I saw, ChaCha use its own database and also the one of WolframAlpha. In the MyAnswers category, you can see all the answers to the questions you’ve asked. Also, there’s a NearMe section that displays question asked by person leaving near you but it will show more results for USA residents. I found the ChaCha app for Windows 10, Windows 8 to be pretty fast, but that’s also according to your Internet speed. I hope the ChaCha Windows 10, Windows 8 app will manage to help you.
ChaCha guide was discontinued in late 2023 due to lack of funds. However 2.0.15 version of the app is still available in Windows Store and you can easily download and try it. This version works on both Windows 8 and 10. You can ask questions in snap mode and it allows you to share your answers on different social media.
If you are interested in another app which will give answers to some of your questions, we suggest checking out the official chúng tôi app for Windows PC users.
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It’s been a couple of weeks since Google announced that they were granting themselves permission to effectively double your daily ad budget on AdWords. The announcement read:
Sounds pretty great right?
Of course, this assumes that you are incapable of making your own decisions about how you want your own campaign spend structured. But that’s another story.
For those who couldn’t tell, I’m not any type of fan of this change. To provide some balance I asked PPC expert David Szetela to give me his thoughts to illustrate the other side of the coin.
But first, let’s look at why I view daily budget doubling as total rubbish.Can We Really Trust Google?
We need to trust that if a scenario occurs that would pit Google’s interests against ours that they will act in our interest.
I don’t know about you but I rather trust myself to have a stronger interest in protecting what I want than I trust Google.
Now – that might not seem like a big deal … in the end Larry is still paying about $4,560/month right (at 30.4 days per month).
But that’s not where the evil is.
Basically, this is a war of fractions.
But that’s not the only reason I hate this new “feature.”What Happens When …
So with a multiplier of only 31 percent (just slightly above the 20 percent Google gave themselves previously), your budget could be exhausted before Black Friday.
So you might well be in the auction for this preliminary stage but what will be left of your budget when the actual shopping days are upon us? Guess you’ll just have to add some new budget into the mix after your initial one is used up.
Who could have seen that coming?What We Can Do
One of the key areas I’m personally watching and will be making adjustments to through November and December is making our own manual adjustments to daily budgets.
To ensure that the full monthly budget is allocated when I want it to be (which for some clients will be toward the end of the month), we’ll be dropping our daily bids through the earlier portion of the month and then increasing them toward the end.
Basically, we’ll be forcing the system to respect what it used to be to make sure our clients have the budget they need, when they need it, without simply throwing more money at it.
More on why this might work out in our favor below.And Some Balance
I know I promised some balance. To get that I asked Szetela, owner of FMB Media, to provide his thoughts on the change knowing he disagreed with me. Here’s what he said:
Besides, all of our clients expect us to manage to a monthly budget, and don’t care about fluctuations in daily spend.It’s Not All Bad …
So let’s look at an example of Larry, Sergey, and Sundar above and I’m going to add in me, dropping my daily budget early in the month and increasing it later on.How to Tell Who’s Right?
We’ll know in a few months who’s right.
If you’d like to keep score, what it will break down to is:
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