When it comes to paid advertising, there’s a phrase that’s become all too familiar: ‘It depends.’ PPC experts often use it as a cop-out, a way to sidestep difficult questions and avoid providing useful information. But what if we could do better? What if we could break down complex PPC questions into manageable, actionable pieces?
It turns out, this isn’t just a PPC problem. Aleyda Solis, a renowned SEO expert, has spoken out about the same issue in the SEO community. The ‘It depends’ phenomenon is an industry-wide epidemic, affecting two disciplines that should be working together to provide clear, actionable advice.
Understanding the Complexity of PPC Questions
Not every question is created equal. Some, like ‘What’s the maximum number of RSAs per ad group?’ are straightforward and easily answered. Others, like ‘What will my ROAS look like if I increase budget by 30%?’ require more context and data interpretation.
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