3. • Poor education of sales reps
• Selling larger bundles advertisers who should buy smallest ones
• Selling techniques not outcomes (e.g., discussing ad copy or keywords)
• Not properly educating or providing clients with clear expectations
• Selling “impressions” and “clicks” -- clients want to hear how SEM
drives business, and want proof
Common PPC Mistakes: Sales
4. • Not providing sufficient service to small accounts because there's
not enough margin
• Not having sufficiently regular client contact to ensure
understanding of value received
• Inability to spot at-risk clients and improve campaigns before they
cancel
Common PPC Mistakes: Service
5. • Not able to track “real results” (concrete outcomes)
• Using people to build and manage campaigns: inherently
inefficient, drives poor results, costs too much
• Badly set up or targeted campaigns, poor choice of inventory
sources
Common PPC Mistakes: Campaigns