Top 11 Basic Search Oversights

Kevin Lee explains that all too often PPC search advertising campaigns are neglected as marketers chase the "hot new forms of online marketing or PPC enhancement." He explains the top 11 mistakes marketers make in basic search campaigns.

Failure to track the correct things, or at the correct level, ranks No. 1. Others include not properly testing the content network, and poor foundational keyword research and expansion strategies.
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