The document discusses reasons why pay-per-click (PPC) marketing may fail, which are referred to as "non-marketing doom". It identifies two main categories of failure: failures in process, and failures in understanding. For failures in process, it provides examples like stock issues, pricing issues, and poor customer service. For failures in understanding, it discusses clients not understanding concepts like attribution and lifetime customer value. It emphasizes that marketers should communicate clearly with clients, educate them, and know when an issue falls outside of the marketer's scope of responsibilities.
18. #STATEOFSEARCH2018@PPCKIRK
ï Regularly watch for key
product changes using
Google Reports.
ï Remove âOoSâ products
from GMC
ï Ask client to set up
interstitials pushing visitors
to in-stock products
ACTION
REQUIRED:
20. #STATEOFSEARCH2018@PPCKIRK
ï Regularly watch for key
product changes using
Google Ads Reports.
ï ALERT: no major
imp/click/bid/SIS⊠but
significantly reduced
revenue/CVR
ï CLIENT: regular competitor
SERP analysis
ACTION
REQUIRED:
22. #STATEOFSEARCH2018@PPCKIRK
ï Get access to recordings
ï Lean into and report
leads sent, until sales
rep issues resolved
ï STAND YOUR GROUND
(politely)
ACTION
REQUIRED: