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At some point, everyone who runs PPC campaigns gets challenged.
The person challenging the campaign’s results may have read a few blog posts and is overconfident in their knowledge.
Or, they may acknowledge their own ignorance while still calling the campaign’s management into question.
Maybe there’s a completely legit issue with the campaign that deserves addressing.
You need to know how the candidate will handle these situations when they happen because they will.
3. How Do You Decide Where to Start Optimizing a PPC Program?
Why this is important: I wouldn’t trust (or hire) anyone who just dove straight into “optimizing” a PPC campaign without first doing an audit and had a method for prioritizing what gets done first. ....

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