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:

• 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