Are Googles AdWord Innovations Making In-House PPC Management a Thing of the Past?
How Google’s innovations are making PPC more effective – but also more time consuming. By Brian Easter Early AdWords pay per click (PPC) seems downright obsolete compared to the new interface-clad, multi-report processing, and advanced conversion tracking options of AdWords today. In the past, a good enough PPC campaign consisted of a strategic set of keywords, an understanding of the different match types, a few negative keywords, clean campaign and ad group structure, and basic geo-targeting. Today, using AdWords can be pretty intimidating. It has become both an art and a science that takes extensive time and knowledge to create successful campaigns. In the past 12 months, Google AdWords seems to have undergone more renovations than it has in the prior decade. These updates have made it so firms must maintain a high level of specialization in PPC to maintain relevancy and understanding. Sporting a successful PPC campaign in-house is daunting due to the constant changes being made. Un
