Paid search is often hit or miss. Even for those of us who do it every day, it remains challenging and changing,
keeping us working to minimize loss and maximize ROI.

But we do learn best practices that help us along the way. On that note, I ran across this recent post today on the PPC Lab blog that I found up-front, true and helpful. It's about the most common mistakes made in paid search—a topic on which I think most of us can use refreshing.

If you're experimenting with new paid search accounts, I highly recommend you give this a quick read!