We recently did a post which was originally titled “Reasons We Can’t Help You with Paid Search” but I opted to soften it up a bit…going through the items that are detrimental to PPC efforts if you aren’t the webmaster, have the buy-in from a client to show the effectiveness of landing pages, or are given carte blanche to change the site for the better.

I often use the analogy (internally) that PPC is like a taxi or limo service, it can people anywhere they want to go, for a fee, but if you drive them to a shack (read as “crack house”), chances are, they aren’t sticking around.