As a PPCer, I should be telling you that paid search works perfectly every time, and it’ll magically deliver you lots of leads and sales, right?
Well actually no. The truth is, Paid Search is a great tool for delivering highly-qualified traffic to your site – no more, no less. At that point, PPC hands over the baton to your website. So what are the common points-of-failure, post-baton exchange? Here are five common ones: