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And even worse, you might end up raiding your efforts on other channels. Even if you're working with a PPC agency, your marketing and web development teams will still need to take some responsibility for these things. Yes, we can configure your accounts. We can even select your keywords, write your advertising message and run them through you for approval. But some elements - especially post-click elements - require your involvement. If the turnaround time for these items is only a few days, that's usually not a big deal. But nothing is more disturbing. Mistake #2: Making decisions before data is recorded One of the benefits of PPC is the

ability to make edits and changes on the fly with little effort. Few other marketing channels offer so much flexibility. But this flexibility is also a curse. Sometimes it's hard to be patient and wait for more data to accumulate before deciding to change campaign jewelry retouching service settings and elements. For example, we had a client who wanted to review and update their ad messaging monthly. For a high click volume account, this would not be unreasonable. But this client was only getting a handful of clicks each month on certain campaigns.

We simply didn't have enough data to inform monthly decision-making. So sure, we could do updates every month, but that would be a shot in the dark. Therefore, it's better to time your decision-making by volume of activity (eg, "We'll re-evaluate when we reach x number of impressions and conversions") rather than by timeframe (eg, "We'll re-evaluate in a month"). Mistake #3: Not bidding on brand In PPC, “brand bid” means bidding on your brand name as keywords. So, for example, when a prospect searches for your name (eg, “