5 common mistakes made by B2B paid search novices

Here’s a common scenario in the B2B marketing space: You’re a member of your B2B company’s marketing team. As part of that team, you’ve become accomplished in a variety of marketing channels, including email marketing, content marketing, organic search, trade shows and so forth. But your team hasn’t yet taken the company into the paid search marketing channel. And as the most “digital-savvy” member of the group, you’ve been tapped to head the initiative. You’re excited to take on this responsibility, but you’re also nervous. Before you start, you should know that when it comes to PPC, B2B marketers tend to trip up in certain specific areas. To give you a leg up, I’m going to describe five common mistakes that B2B paid search novices tend to make and how you can avoid them. Good luck! Mistake #1: Rushing to launch Rushing to launch is a common mistake — and an understandable one. When your company has a big promotion or event on Search Engine Land Source

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