Pouring money into a paid ad campaign that’s destined to fail isn’t a sound growth strategy. Time and again, companies breaking into online ads don’t see success due to the same issue: they aren’t known to their audiences. There’s no trust, no recognition, and so the cost per click remains high and rising.

In this edition of Whiteboard Friday, Rand identifies the cycle many brands get trapped in and outlines a solution to make those paid ad campaigns worth the dollars you put behind them.

Read the post here: https://moz.com/blog/why-paid-ads-fail