M&S seem to have given up on the string of relevance when it comes to paid search (PPC). Why bother directing people to the products they need when you can claim to sell something and then quite obviously not sell it!

Cupcakes anyone?

This highlights one aspect of PPC that is oft overlooked – make sure when you create an ad group that you have a landing page that’s suitable. If you don’t have cupcakes, why have an ad group for them? Why spend money on clicks?

Are you:

a) not bothered

b) hoping they’ll be distracted by your other shiny products

c) simply happy to have another site visit – it’s 50p spent getting someone to think of us

d) just too lazy to do stock checks in relation to PPC activity