If you work in marketing, you know that increasing brand awareness through organic methods, whether it’s social or search, can be challenging to say the least (hello SEO!). That’s where paid search marketing can be an invaluable strategy.

But (surprise, surprise), paid search isn’t exactly a silver bullet for your marketing strategy. It’s fiddly, time-consuming work that takes constant optimization.

The pitfalls of paid search are many—but we’ve compiled five surprising mistakes that will hurt your PPC strategy (and your business):

  1. Only using broad match keywords   
  2. Not using negative keywords  
  3. Ignoring ad extensions  
  4. Sending all your paid traffic to your home page 
  5. Not using advanced location settings  

If you’re making one of these mistakes, download the eBook using the form on this page to see what you should do about it.

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