Is Your PPC Team Actually Working? Here's How to Tell.
Most PPC accounts are not managed. They are billed. Here is how to prove which one you are paying for. Since roughly 2012, I have worked with and managed more than fifty PPC professionals and audited hundreds of paid-search strategies across client accounts, internal teams, and outside agencies. With very few exceptions, I saw the same thing. An account built once, set, and forgotten. The campaigns were stood up, the budget was assigned, and from that point on the only "strategy" anyone offered was to spend more money. That pattern held even where I had the most control. As a marketing directo...
