• Search Engine Guide, Wednesday, November 7, 2007 1:30 PM

The search leaders have made accessing their paid search ad platforms easy and relatively self-explanatory. But learning the nuances of PPC campaign management takes trial and error -- and of course time.

While there may be a bit of a learning curve for in-house and small business search marketers, Jennifer Laycock notes that they can advance without costly detours by avoiding these five paid search mistakes. From ego-bidding, to failing to separate content from search, to not developing multiple landing pages, Laycock offers an explanation of what each mistake is, why it's detrimental to a PPC campaign, and advice for how to solve them. She also notes that even if a search marketer is committing all five offenses, repairing a campaign shouldn't take more than five days with diligence.

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