I am starting as PPC manager for multiple regions soon.
I have noticed that the the current account lacks so many things; for instance attribution models, buyer journeys ( users are being sent to pages where they need to add personal info while they are still at the very top of the funnel).
We work with an agency and in-house we have the demand generation managers who own the Google Ads campaigns.
What would be your advice in general and does anyone have experience in a similar situation?
Someone do a full [ad account audit](https://www.takesomerisk.com/ppc-audit-guide/), find out why things are the way they are. Also find out what the agency does or should be doing… are they even doing their job? Find out wha the demand gen person’s role is. Use the ad account audit to create your strategy for 2021.
Check conversion tracking, do account audit, check what’s the logic behind that account structure and tracking. Make strategy, restructure account so you keep as much good data as possible, have fun!!!
Globally? How many countries? All of ’em? I hope you checked and made sure they have bid modifiers for each different country? Results can vary so much from one country to another… What are they selling?