• PPC Blog , Monday, February 4, 2008 11 AM

Despite having better tools, resources and increased industry credibility, search pros continue to face challenges with paid search management. Gordon Choi outlines a few of the obstacles standing in the way, starting with clients' limited views of the value of paid search. He says that it will take time to convince some clients that spending money on PPC campaigns can drive offline sales and influence offline marketing plans, but stellar results will always make good evidence.

Hiring, training and retaining quality staff has its difficulties, too. It can be tough to keep senior-level search pros well-compensated and personally fulfilled, and growing a search-savvy team in-house carries the risk of having your newly educated team hired out from under you.

Choi also says that the nuts and bolts of PPC campaign management have grown more complicated, from dealing with fluctuating bids, to researching keywords, as well as monitoring click fraud. And balancing the need to handle granular tasks with overall strategy--as well as juggle projects from multiple clients--can prove to be a challenge as well.

Read the whole story at PPC Blog »