There are many ways in which PPC accounts can go astray. For example, wrong keywords, incorrect bidding, bad landing pages, etc… I think you get the picture. An often overlooked pitfall relates to basic marketing strategy/messaging. If basic marketing principles are overlooked, PPC goodness…

Please visit Search Engine Land for the full article.

Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing