As PPC pros, most of us have had the experience of logging into a new client’s PPC account, taking a look around, and then shaking our heads in disbelief.
Whether it’s an account structure in total disarray, a ridiculous number of keywords, whacko ad copy, or something similar, we can’t help but ask ourselves, “What the heck happened?”
While we can only guess what drove the decisions of the prior account team, we can usually attribute the mess to one of three things:
- The account team was overwhelmed
- The account team was inexperienced
- The account team was trying to pull a fast one.
In her latest article in Search Engine Land, Pauline Jakober describes some of these head-scratching PPC practices and takes an educated guess at how they came to be.