A successful Pay Per Click (PPC) campaign can be a cost-effective way to connect directly with your company’s target audience.  PPC campaigns are easy to measure and track, providing opportunities for analysis and adaptation that simply aren’t available for many other forms of advertising.

Hiring an effective PPC manager is the key to running a profitable campaign. However, it’s possible that some PPC managers are trying to fake competency. Dan Slagen writes for HubSpot, “Making a campaign look good on paper could simply mean opting into the content network and showing an Excel chart with increasing leads at a decreasing price, without ever taking the quality of said leads into account.” In light of these challenges, here are some tips on what to look for in a PPC pro.

Perseverance
It’s one thing for a PPC manager to know how to manage an ad word campaign, but it’s quite another thing to be passionate about it in order to persevere when the work becomes frustrating, dull, or monotonous. Read the rest of this entry »