Is Your PPC Team Actually Working? Here's How to Tell.
Search Engine Marketing

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...

Marketing Accountability
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Search Engine Marketing

Is Your SEO Provider Actually Working For You? Here's How to Tell.

Most businesses are paying for SEO they can't evaluate. That's not an accident. It's a business model. The typical SEO retainer is designed to be opaque. You get a PDF every month with a chart going up and to the right, a list of "keywords we're targeting," and a promise that organic results take time. What you don't get: a clear connection between what they're doing and what's happening to your business. That gap — between their activity and your outcomes — is where retainers go to die quietly. This isn't about calling your SEO provider incompetent. Some of them are doing real work. But even ...

Marketing Accountability
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