When PPC is working, business owners often want to increase budgets and accelerate growth. When results decline, the instinct is frequently to either cut spending or abandon the channel entirely. Both reactions are understandable, but they often skip an important step: understanding what is actually happening.
Many PPC decisions are framed as budget decisions when they are really diagnostic decisions. A struggling campaign may not need less budget. It may need a rebuild. A successful campaign may not be ready to scale despite strong performance. Likewise, some campaigns should be paused—not because PPC failed, but because another part of the business is limiting results.
The challenge for owners is determining which situation they are facing.
https://www.innersparkcreative.com/news/when-to-pause-rebuild-or-scale-ppc-an-evaluation-framework-for-owners?utm_source=dlvr.it&utm_medium=blogger
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