19 Apr '12, 4pm

Creating an “Opportunity Report” – PPC

A lot of marketing managers and C-level executives I run across really aren’t sure how good their AdWords account is. That’s certainly to be expected because, in general, the people expected to evaluate the performance aren’t really experienced in PPC enough to know the ins and outs. Paid search is pretty complex nowadays, and it’s simply unfair to expect anyone outside of the Account Manager to be knowledgeable enough to evaluate performance accurately. So, how does the Account Manager show they’re best of breed during evaluations? Do they depend on Google’s overly simplified and vague ‘analyze competition’ tab ? Can they trust Google account reps whose focus is spread across dozens of accounts, and, in all likelihood, have been in PPC only a year or two? Do they bring in a third party for an account audit that knows nothing about your business? What about using something...

Full article: http://www.searchenginejournal.com/creating-an-opportunit...

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