How to build a stronger, more effective PPC team

I’ve been doing pay-per-click (PPC) since 1998, when virtually every setting was manual. While it was painful to manage everything by hand, it forced me to learn the ins and outs of PPC, and that helped me build a successful career.  Today, with automation playing an ever-more-important role in PPC, new account managers don’t have to learn all the fundamentals because tools handle the details.  But as humans learn how to co-manage accounts with artificial intelligence, I believe that those with the strongest fundamentals will have the best opportunities for career advancement.

[Read the full article on Search Engine Land.]

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About The Author

Frederick Vallaeys

Frederick (“Fred”) Vallaeys was one of the first 500 employees at Google where he spent 10 years building AdWords and teaching advertisers how to get the most out of it as the Google AdWords Evangelist. Today he is the Cofounder of Optmyzr, an AdWords tool company focused on unique data insights, One-Click Optimizations™, advanced reporting to make account management more efficient, and Enhanced Scripts™ for AdWords. He stays up-to-speed with best practices through his work with SalesX, a search marketing agency focused on turning clicks into revenue. He is a frequent guest speaker at events where he inspires organizations to be more innovative and become better online marketers.