February 2nd was Groundhog Day, and Punxsutawney Phil saw his shadow. What does that have to do with PPC advertising? And my answer is absolutely nothing, but it’s a great excuse for me to remind you to change your password on your PPC accounts.
I’ve blogged about this topic before, but I figure this is one of those topics that it can’t hurt to repeat over and over! If you haven’t changed your password on your Google AdWords, Yahoo Search Marketing or MSN accounts since you created them, it’s time to change your password.
Even if you changed it six months ago, it’s time to change it again. There are oodles of phishing emails out there, trying to get your personal information. Changing your password frequently can help prevent your account from being hijaxed. A phishing email looks official, uses all the right language and official-looking URLs, but the trouble starts if you were to click on a link in the email. Nine times out of ten, it’ll take you to a dead page, but sometimes you might land on a page that looks like where you are supposed to go. When you use your login and password, the site records them for later use.
Hijaxing occurs when someone then uses the login and password to log-in to your PPC account, sets up a new campaign with a super high budget and spends until they either get caught or max out your credit card. I know of one instance just a few months back, where a hijaxed account spent, in a matter of just 10 hours, over $12,000 until Google’s fraud department caught it.
At JumpFly, we change our management shell login and passwords every month, and we recommend that our clients change their personal login and passwords too. It’s a good habit to get into.
For the record, when the groundhog sees his shadow, it means another six weeks of winter. And for your trivia buffs out there, according to the Punxsutawney Groundhog Club, since 1887, Phil has seen his shadow 97 times, not seen his shadow 15 times and there are no records for nine of the years.