The new PPC skill set: From keyword manager to system optimizer
via searchengineland.com
Short excerpt below. Read at the original source.
The old PPC skill set was built around control: define the keywords, choose the match types, set bids, write tightly aligned ad copy, and structure campaigns so the algorithm behaved the way you wanted. The best ad managers of the past were great at Excel and pivot tables. Execution was the product and the differentiator […]