Having worked in several digital companies or in a digital advertising team for over 10 years, I have seen a lot of management styles. Some good, some not so good. As I have taken up leadership positions along the way, I can honestly say one of my favourite things to see is [mostly] young executives come into the field so eager to “get” Paid Search, so focused and determined. I sometimes wonder – have I ever been that way? However, what really grinds me SOMETIMES, is when some managers don’t manage/nurture/encourage that hunger. I have had great mentors in the past – and it is from these less than a handful of people that I am going to draw on – as the basis of my advice to managers who have hungry execs, but see them leave for something better just after 6 months or less.
Over the years of joining new companies and talking to new clients I have been amazed about the level of expectations that is had of Paid Search. Right in the middle of some chats – I’ve had moments of “wait, I think we need to take a few steps back and educate these guys on what will actually make Paid Search work for this business!”.
Sure - they know that PPC is about driving quality clicks to their websites and that there needs to be a high relevancy between the keywords, ad copy & landing page – but to ensure you get the most efficient CPA and highest conversion rates there are several factors that need to be understood.