I’m not a big fan of list posts, but this one has enough of a twist that it caught my eye: PPC Mistakes: Keep Customers From Buying Your Products In 5 Easy Steps. It’s not often someone gives you step-by-step instructions for failure, but Bill Quinn of Trada has done exactly that.

So, if you want to fail, read Bills post and find out the details behind Quinns sound (bad?) advice like:

1. Create a “Kitchen Sink” Ad Group
2. Use Broad Match Keywords
3. Use Irrelevant Keywords
4. Keep Promotions and Free Shipping a Secret
5. Use your home page as a paid search landing page

Follow these five steps and you, too, will find your campaigns on the paid-search ash heap.

Quinn’s list may be 100-level information, but it serves as a good reminder of two things. First, no matter how much of a paid search expert you are, the basics are always important. New people are entering the paid search world every day and having a sound what-not-to-do foundation will serve them well.

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