Search marketers can make lots of mistakes when it comes to pay-per-click campaigns, from errors in choosing max bids (which can send costs soaring), to misspelling keywords or ad copy -- but what
seems to be a common mistake is actually bidding on the word "keyword."
Bill Hartzer gives examples (complete with screenshots) of how companies like Dell, Staples, and even a local
Honda dealership showed up in the sponsored listings for the search term "keyword" -- and describes how easily it could happen to anyone else who uses Excel to keep track of their PPC campaigns.
Read the whole story at Bill Hartzer »