EP12 - Things I Wish People Understood About PPC

#PPCChat Roundup - Behind the Scenes of Paid Search - A podcast by TheMarketingAnu - Thursdays

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#ppcchat Twitter discussion that runs on Tuesdays at 5pm GMT - Led by Julie F Baccchini (@NeptuneMoon).  Q1: What is the biggest misconception you’ve encountered about PPC?  Q2: What is the most common misperception you’ve encountered about PPC?  Q3: Is there something you feel like you are constantly explaining? If so, what is it and how do you distill it for non-industry experts?  Q4: Do you have any kind of standard materials or process for educating clients (internal or external) about what PPC can and can’t do? If so, what does it consist of?  Q5: If there was one thing you wish everyone could just innately understand about PPC, what would it be?  Q6: Is there anything you wish you understood better about any aspect of PPC?