Pay Per Click, PPC, paid search, search engine marketing. No matter what you call it, it’s a difficult beast. As someone who’s been managing PPC campaigns since 2001, I can personally attest to the complex and continually evolving channel that is paid search. Don’t get me wrong, when used effectively (and with the right product), pay per click can provide a significant return on investment.
The reality is it’s not easy. It’s not simple and not everyone can effectively manage it. I can tell many stories of people who “taught” themselves PPC and subsequently squandered away their hard earned money and deemed the experience a failure. That, friends, is a pet peeve of mine. When pay per click is blamed for losses due to mismanagement.
In this post I’m going to discuss several situations where you can inadvertently waste your money in PPC. Remember, search engine advertising is designed to make money – for the search engine. It’s your job to know what you’re doing or hire someone that does. Let’s begin!