Awesome at paid search, but struggling with paid social? Check out columnist Larry Kim's tips for getting the most out of your social PPC initiatives. 

My last column on crazy CRO hacks for search ads was so popular, I didn’t want to leave out the marketers toiling away in social media PPC ads. Just a few years ago, social PPC wasn’t even a thing yet; today, it’s a promotional powerhouse for both branding and performance marketing objectives.