Just because you’ve heard them doesn’t mean they’re true:
“PPC will save us!”
“Google knows best.”
“All you have to do is set up your PPC account, then wait for the magic to happen!”
You should put those tall tales in the same category as, “I’m not a frog. I’m a real prince!”
If you’re running online advertising campaigns for your B2B business, don’t be fooled by common PPC fables and myths. For a rundown of what to watch out for, check out my latest PPC column at Search Engine Watch.