As PPC pros, we’re used to diving deep into the details of our clients’ PPC accounts. Why? Because we know that sometimes even the smallest account detail can have a big impact on campaign performance.
But at the same time, we have to remember to lift our heads and look outside of client PPC accounts (and even outside paid search more generally) to identify other factors that can have you wondering why your client campaigns aren’t performing as well as they should.
In Pauline Jakober’s column in Search Engine Watch, she identifies three off-the-beaten-path areas that can quickly derail your customer’s journey—even if you have your PPC campaign accounts set up perfectly.