It's a question that has been around, well, since the beginning of online advertising. But now the premise has shifted a bit. Marc Poirer and Craig Danuloff weigh in to provide some insight on the shift, as more people transition from asking whether PPC marketing is an "art or a science," to, is it "more of a science than an art?"
While Poirer takes one view, Danuloff supports the other. Both offer a few tips and tricks for PPC campaigns. Danuloff shares his view on how to classify PPC best practices based on a "statistics and words," or "creative and holistic," approach.