While Michael Jackson is arguably the greatest musical entertainer of all time, there is one thing we know he was not a PPC Manager.
He was a highly respected singer-songwriter, actor, musician, dancer, businessman and philanthropist, but nowhere on his resume was PPC management. The King of Pop insisted that Black or White doesn't matter, but here at Jellyfish, we know that Black AND White are the most important things in PPC.
If you're confused but still reading, I'll explain.
PPC can be rolled up into two easy to remember acronyms (thanks to MJ).
B.L.A.C.K. which stands for:
- Landing pages
- Campaign settings
and W.H.I.T.E. standing for:
- Investigating & Reporting
- Executing and QA
The BLACK are the tangible elements of any PPC Account without which the WHITE would not exist. As PPC Managers, we ask ourselves things like: Why is one keyword mapping to a certain search query? Or How is this campaign or ad performing? Asking these questions leads to Investigating the performance of the account and then reporting our findings to the client. And then of course, the Testing and Executing of ads, landing pages and even testing out different bid strategies, or new keywords or even campaign settings.
For the record, we love to rock out to a little Thriller or Man In The Mirror. But, we will stick to Black AND White for our PPC management!