PPC Blog: How to Deal With an Unexpected “Gift” of PPC Responsibility

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.

PPC responsibility

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“We couldn’t be more pleased with the services Group Twenty Seven has provided. We started working with them in 2011. I spent some time talking to Pauline Jakober about what I wanted to accomplish, and provided her some of the keywords I thought were important, based on what we have seen in the past. Since working with Group Twenty Seven, our revenue has doubled when I compare the same months from the previous year. Since we have made no other changes to our business, I can only attribute this to the work that Group Twenty Seven has done for us.

For most of the past 7 years, we have managed pay per click for our business in-house. I did use the services of another pay per click manager for about 6 months 2 years ago. At that time, there was only a slight increase in gross revenue. So I took pay per click management back in-house.

The biggest thing I’ve learned is you get what you pay for! For years, I thought I couldn’t afford a pay per click manager. My only regret is that I didn’t find Group Twenty Seven earlier.”

Beth Engel, CEO, Engraved Stones Direct

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