You’re an SEO or Marketing Manager who’s been put in charge of online advertising – how do you make sure your program is on the right track? Below are some of the most important questions to ask.
First, a little back story:
As an agency-side PPC manager and consultant, I usually arrive on scene during organizational transitions or when digital advertising has reached the stage of serious consideration as part of the marketing mix. Oftentimes the first questions I address are actually about what kinds of questions should be asked to judge or build campaigns.
This is as it should be – finding and asking the right questions is essential to success. If you’re an SEO expert who’s been asked to take charge of paid search, a marketing manager tasked with overseeing a multi-platform online advertising program, or even an executive taking stock of how and why dollars are being spent, you need to know how to take charge and evaluate strategy and performance quickly without getting lost in the technical weeds.