Winning consistently overtime on PPC is more and more of a challenge
- increasing pay-per-click costs
- challenging competition with new metasearch entrants
- new PPC platforms
- Google everchanging algorithm
- search becoming mobile
- industry sophistication with Big Data solutions
- personalization and automation
- talent retention
… while profit margin tends to shrink!
Here is a tentative at mind mapping the success drivers of PPC in a competitive context. Feedback welcome!