3 ways in-house do-it-yourselfers can prepare for PPC management
So, your boss just told you that managing PPC is being added to your list of responsibilities. What to do? Columnist Pauline Jakober offers tips on how to get up to speed.
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.”
The problem in this scenario is that when PPC doesn’t show the return it’s supposed to, the channel is often blamed (“PPC just didn’t work for us”), but unfortunately, it’s likely that it just wasn’t set up and managed properly for ROI.
Nonetheless, those who are tasked with PPC and have no prior knowledge need to get up to speed on the ins and outs of the discipline, and here are some ways that anyone can start preparing for pay-per-click — at least enough to perform the basics.