Management and people
Account audits, reporting, the most common mistakes and choosing between an agency, a freelancer and in-house.
B2B PPC: how to generate leads sales will actually take
In B2B the usual optimisation target is form count, while the business needs contracts. The gap between those two goals is a whole discipline — and closing it does more for results than any work inside the campaigns.
Article library →PPC account audit in 30 points: go through it yourself
Most of what a paid audit finds, you can find yourself in an afternoon. Here is the checklist in the order we work through it — from the numbers that decide to the details that come last.
Article library →15 most common PPC mistakes and what each one costs
The most expensive mistakes in PPC are not technical. They are decisions made on the wrong number — and in the report they look like success. A list ordered by how much money they usually cost.
Article library →Agency, freelancer or in-house? And how to spot a good provider
The decision does not depend on company size but on how central PPC is to your business. Here is the cost and risk comparison — plus a set of questions that reveal a good provider in ten minutes.
Article library →PPC reporting: five numbers instead of a dashboard with thirty charts
A good report is not judged by its number of charts but by how many decisions came out of it. Which numbers to watch monthly, which weekly, and how to write a report someone actually reads.
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