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… In the past year as President of a PPC agency I’ve learned a tremendous amount. I’ve come to understand the difference between decisions you don’t want to make, and decisions that are really tough to make. I’ve learned that if you don’t have one foot in today and one foot in 6-months from now you are going to miss a lot of opportunities or move…
… is more drastic than others? If so, are their ad groups that are outliers, or specific characteristics about the keywords or display placements in this campaign that really underperform? I then move to pivot tables. Trying to pinpoint trends over time with specific keywords or placements that used to do really well, maybe even looking at ad copy…
This table does a decent job of showing performance (of course there would be more metrics like CPC and conversion rate) but it doesn't make it very clear what the cost of the change in performance was. By that I mean, what were the net gains (or losses) between June and July. This is sort of incrementally, which I am a big fan of, but more simple.
… between what's best for the company and what is actually being done. Outside of it being a great leadership piece, it highlighted some reasons client/agency or boss/PPC manager relationships break down. And that once it starts to break down, it is likely that things will only get worse unless one side takes a step back and refocuses everyone…