Classic PPC Mistake

Recently I spoke with a potential client in NYC regarding PPC. She is a very smart lady, but I suspect, not a numbers person...

We were discussing Google PPC and she said, "It's a scam. I spent thousands of dollars on ads and didn't make any sales. They don't work."

This is the classic PPC mistake of unrealistic expectations.

I suggested to her that she could have set a dollar limit in her mind for the campaign and pulled the plug to re-assess if the campaign went badly. Obviously, she never did.

The audience of this blog is too savvy to make such a mistake. But the executives who give out PPC assignments may not be so knowledgeable.

So there's the classic PPC mistake: unrealistic managerial expectations.

Perhaps you can write on that topic one day.