Throughout my career, I have reviewed countless PPC, display and social media advertising campaigns and often come away completely shocked. How could that campaign have been launched in its current state? How can you justify spending so much money without conversion or revenue tracking? Did NO ONE review this campaign?!?! After I pick my jaw up from the floor, I am forced to remind myself that not everyone lives and breathes online marketing like I do. For many, the flaws and oversights that I find are merely a case of “you don’t know what you don’t know.”
So, if you are green to the world of PPC, display, and social advertising, my recommendation to you is to “tread lightly.” While I don’t say that with the malice and foreboding that Walter White did on this season’s Breaking Bad premiere, I do mean it. If you can’t afford to hire an experienced marketing manager or partner with a qualified agency, then approaching your campaigns with caution is a must. Here are some tips to help you walk before you run….