When your company finally gives its marketing team the green light to expand into paid search—and taps you to head the initiative—you know you have to get it right or risk your company taking paid search off the table for good.
But getting it right isn’t easy. Paid search is notorious for causing marketers (including those well seasoned in other channels) to stumble and fall.
However, if you know in advance which PPC areas are most problematic—and where most errors are made—you’ll know what you can do to dodge those problems.
In my most recent Search Engine Land column, I describe the five most common mistakes made by paid searches novices and how to avoid them.
Find out what you need to know to keep your company’s paid search campaigns on track—and keep PPC on the marketing table.