In many situations, PPC marketers add a lot of value by disagreeing with a client.
Don't make the mistake of living by the motto the customer is always right as a PPCer.
There is a reason you, the analyst, the PPC expert, is in the conversation to begin with. You know the data better than anyone else. You are writing the ads and tweaking bids.
You've been trusted with thousands and thousands of dollars over the years. You've run a lot of successful campaigns.
You are being paid for your opinion about what to do next.
Analysts should draw enough confidence from this to interject and disagree with poor courses of actions when they see it.
If you can't stop someone from going down a path you wouldn't advise. Do your best to find data to strengthen your position and change their mind.
About Jon Davis: I spent years as a PPC consultant and agency analyst before focusing on building PPC software and co-founding shape.io.
I enjoy thinking about how technology fits into the future of digital marketing and how it's used within agencies delivering great results for clients.