5 PPC Takeaways That Will Make You a Better Marketer by @GrpTwentySeven
One of the joys (and challenges) of a career in paid search is the constant state of learning and change. It’s a theme that runs through many of my articles. But in the busy-ness of our day-to-day PPC activities, it’s easy to simply move from one thing to the next without pausing to learn from what’s in front of us. What lessons can we draw from our experiences? How can we apply these lessons more broadly? In that spirit, I will recount some of my team’s top PPC takeaways from the past few months: 1. Explain the Implications of Abrupt Strategy Changes One of our B2B clients has had good, steady growth with us over the past five years. But a few months ago, they called and said, “We need to be in the number one spot for Keyword XYZ all the time . Make it happen.” We were a bit surprised by this request! What was behind it? We later learned there were strong feelings between...