The most important thing I’ve learned from my 15 years of PPC experience is that sooner or later, account performance will take a downturn. When that day comes, we must be prepared to deal with the consequences of performance not meeting expectations. These consequences could range from stakeholders losing trust in your abilities to receiving ultimatums to “fix performance or else,” and worst-case scenario, someone else being brought in to take over the paid search program you’ve spent so much time and energy building.
Performance downturns can be very stressful and put you on the defensive. However, having a solid methodology for responding when performance is bad can help instill confidence that you have what it takes to turn a negative performance situation into a positive one.
This article discusses a two-step methodology for confronting underperformance in a way that helps you garner trust with your stakeholders and instill confidence in your ability to manage PPC accounts through the tough times.
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