If you’ve ever exchanged gifts for Christmas, birthdays or any other special occasion, you’ll know the sinking feeling of receiving a present you’re not entirely sure you want.
Which is also how you might feel if PPC responsibility has been “gifted” to you in addition to your other marketing activities.
Even if you’ve been pestering your marketing manager for months to add pay-per-click advertising to your company’s marketing mix, having the responsibility land in your lap might not be quite what you had in mind.
Nevertheless, there’s no need to despair! Rather than thinking of ways to politely decline the gift (or, more likely, trying to re-gift it to a colleague), you’re better off doing what you can to get up to speed with PPC as quickly as possible.
To find out how, take a look at my column 3 Ways In-House Do-It-Yourselfers Can Prepare for PPC Management, as recently featured in Search Engine Land.