Does this sound familiar to you? Your company has finally agreed to spend some resources on pay-per-click (PPC), but instead of hiring a PPC professional or agency, they want you or perhaps Sally down the hall to take on the role of managing PPC. Never mind that you and Sally already have full-time jobs and haven’t the slightest clue about PPC. What do you do?
This is not an uncommon scenario for many businesses, and it puts the burden on the person tasked with PPC to at least learn the fundamentals of the discipline and put the wheels in motion for a PPC “test.”