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PPC Blunders: Downright Dirty, Inexperienced Or Overwhelmed?
Have you ever inherited a PPC account so poorly managed it made you scratch your head in confusion? Columnist Pauline Jakober shares her stories and tries to guess the underlying motive.
We’ve all been through it: inheriting a PPC account that someone else has managed. And we’ve all had that “WTF” moment after looking under the hood, when we’re baffled by how the account even survived to this point.
But you never truly know what drove the previous PPC manager to do what they did — were they being downright dirty, were they just inexperienced, or were they overwhelmed with so many other tasks that they got sloppy?
It could be any one of those circumstances. And hey, it’s a small world, so the last thing you want to do when inheriting a PPC account is bash the previous agency or professional to your new client or boss. It certainly does take some restraint as you’re pulling apart the logic of an account that doesn’t seem to make any sense.
My agency recently inherited an account with some major blunders, and it’s been haunting me as I try to figure out why they made the choices they did.
I wanted to share with you today some of the poor practices in that account that stood out, and you can guess with me if you think these were a result of being shady, inexperienced or overwhelmed.
Who knows? You may be facing some of the same PPC blunders in your next inherited account.
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