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.