PPC campaigns are often the source of wasted marketing dollars that drip, drip, drip into the abyss, never to be reclaimed. Okay that’s a little dramatic, but leaky bucket PPC campaigns are all too prevalent. You can’t just set and forget your PPC campaign, regardless of whether you’re working with the omnipotent AdWords or experimenting with social PPC.
PPC (also called pay-per-click, paid search advertising and google adwords) is about more than just clicks, conversions and search engines. The sooner you realize that PPC offers more than just a steady stream of website visitors who you don’t even need to think about, the sooner you’ll be able to boost your business’s bottom line.