I’ve come to believe that the essence of PPC management can be boiled down to two things:
- Never let one thing (keyword research, bid management, A/B testing ad copy and so on) take up so much of your attention that you let something else slip.
- What you did yesterday probably needs to be changed, and failing to adapt your methodology is as bad as having an empty “Change History” log.
As you gain more experience in PPC, you start to develop patterns and favorite tactics out of necessity. We bring tools that worked in the past to each new campaign or ad account. People are paying us for our past experiences and how these experiences translate into future potential.
But are the things we believe about PPC the very things holding us back from fully optimizing an account?
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