How to deal with poor PPC legacy

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In most cases PPC companies have to face various issues caused by the client’s previous PPC experience. If this experience is good, as it’s in case with professional PPC management, it’s ok to go on with your established course of pay-per-click activities, while poor PPC legacy is a true pitfall you have to deal with. If the past PPC experience of your client was negative, you have a chance to improve it and make you client believe again in the efficiency of online marketing. Your expert view on Google AdWords management should serve as a key to your client’s heart. But before this there are a few important steps to be done prior to starting your own PPC management campaign. At first you may face a lack of confidence from your client’s side, especially when his previous campaign was not successful. After all these stories about wrong management of PPC budgets and accounts that you hear from your client, you are to show how to carry our AdWords management correctly. At the initial stage of legacy campaign revision, PPC management should include a comprehensive analysis of used keywords, bids and general metrics. Pass the access to the Google AdWords account to clients and provide them with a certain degree of control. This transparency plays a key role if you want to teach your clients how to make Google AdWords management right. Perhaps, one of the reasons why the previous PPC campaign went wrong is the lack of accessible and detailed reports. You should not hide behind vague numbers and abbreviations like CTR% and ROI, but instead teach your client to read PPC management reports. A good PPC report should contain visualized data and analysis of the project performance, which is a regular practice of such Google AdWords management company as IMCREDO Ltd. (http://www.imcredo.com/). And finally, give them some guarantees. Reassure the client of the PPC management efficiency and avoid criticizing the former PPC company to show your professionalism. While revising PPC legacy, it’s good to offer accessible solutions for successful Google AdWords management and find a cost-effective way out of the situation.