5 ways to align PPC campaigns with business objectives

One of the greatest failings of a PPC specialist is being unable to take a step back and see the big picture.

You can get lost in the weeds of account management and focus too much on vanity metrics, bidding strategy testing and reporting to forget about what the client ultimately wants from the account.

To be fair, the client is often not great at communicating what that big picture looks like, and they, too, can often get lost in CTR and Search impression share metrics.

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