A good article on Search Engine Land today about the pitfalls of DIY SEM….

Everywhere you look today you can find books, television programs, and websites specializing in do-it-yourself. While this may be a great thing for folks who want to refurbish their homes with stylish but affordable interiors, it is not always the best choice for all things. Just because you can re-wire your home doesn’t mean you should! Professional electricians exist for a reason and we should avail ourselves of their expertise. But what, you may ask, does this have to do with online advertising? I’ll tell you. Just because you can go online and create your own ad campaigns with a tool like Google AdWords, for example, doesn’t mean that you should!    Read on!!