Sometimes us agency folks get so used to doing what we do that we lose perspective on what others are (or are not) doing. I was recently presenting some ideas to a prospective client and included a Google AdWords program to help them expand their reach beyond their traditional customers into competing technologies. As I went further, it became apparent they weren’t at all familiar with how a pay-per-click (PPC) program works. So, for their benefit and perhaps yours, here are six quick steps to integrating PPC into your marcom mix.
