Historically, PPC marketers are accustomed to spending hours behind a spreadsheet crunching numbers, analyzing bid models, finding statistical significance for test results, and carefully plotting the next move.
PPC has been very logical, data-driven and more science than art. But the industry is shifting, and creative is arguably one of the best levers PPC managers have to optimize performance.
As a result, performance agencies must adapt quickly and rebalance the scales between art and science.
So, how can you prepare your performance marketing team for this change? Here are three tips to get you started.
