Are You Inadvertently Sabotaging Your PPC Programs?

Of course, you want only the best for your PPC programs. After all, you put a lot of time, effort and thought into them, and you expect good results in return.

But sometimes, without being aware of it, we employ certain strategies and tactics—or don’t employ certain strategies and tactics—that doom our PPC programs to failure.

In the course of working with business owners and marketing teams across a wide variety of industries, I’ve identified four missteps that can seriously undermine PPC programs.

As a result of these missteps, PPC campaigns can fail spectacularly. Or, more likely, they’ll lurch, sputter and fade into oblivion. But all of them will leave your team wondering… “Where did we go wrong?”

In my latest Search Engine Land column, I identify four ways in which you can inadvertently set up your PPC program up for failure—and what you should do instead.

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“We couldn’t be more pleased with the services Group Twenty Seven has provided. We started working with them in 2011. I spent some time talking to Pauline Jakober about what I wanted to accomplish, and provided her some of the keywords I thought were important, based on what we have seen in the past. Since working with Group Twenty Seven, our revenue has doubled when I compare the same months from the previous year. Since we have made no other changes to our business, I can only attribute this to the work that Group Twenty Seven has done for us.

For most of the past 7 years, we have managed pay per click for our business in-house. I did use the services of another pay per click manager for about 6 months 2 years ago. At that time, there was only a slight increase in gross revenue. So I took pay per click management back in-house.

The biggest thing I’ve learned is you get what you pay for! For years, I thought I couldn’t afford a pay per click manager. My only regret is that I didn’t find Group Twenty Seven earlier.”

Beth Engel, CEO, Engraved Stones Direct

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