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E-Marketing Performance Blog

Don't Let It Happen to You: Common PPC Mistakes

What happens when someone doesn’t know what they’re doing with PPC? They do things that make no sense – but don’t know any better.

Here’s a short list of mistakes I’ve seen with self managed PPC campaigns:
Search Engines

  • All keywords broad matched
  • Keywords include product/terms the company doesn’t sell
  • One company, two campaigns, both using an identical list of 167 broad matched keywords
  • Landing page not optimized to the keywords
  • All ads land on the home page
  • No conversion tracking
Max Speed

If the Pole Position Marketing team had a muse—and it does—it would be Max Speed. We love Max’s occasionally off-color, usually amusing and always pointed “Maxisms.” (Maybe “Maxims” would be a better word.) Max gives voice to some of the things we think but, bound by professional decorum, aren’t permitted to say. At least, not out loud.

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