8 of the Biggest Mistakes Companies Make With Paid Search Advertising

Let’s face it. Paid search campaigns are not the easiest thing in the world to manage. Some companies hire an overpriced agency hoping for a magic PPC bullet that will cure their website’s terrible performance. Others follow the misguided advice of their well-intentioned marketing manager who wants to save costs and keep it in-house—only to realize after the fact that they’ve wasted thousands of dollars trying to manage something they don’t understand.