Mistake #1 FOCUSING ON THE WRONG KEYWORDS
When building out a campaign, you should first start off with much targeted keywords. This really is important if you have a limited budget as the broad keywords can eat up your budget fast and provide little to no conversions.
Mistake #2 JUST SITTING ON ACCOUNTS
Adopt a workflow wherin you can quickly figure out what needs to be tweaked every week.
Mistake #3 SETTING IT AND FORGETTING IT
Running ads is a constant game of optimization.
Mistake #4 NOT HAVING A DEDICATED LANDING PAGE
Each of your campaigns needs to have a specific campaign objective in mind before you set it up.
Mistake #5 LOOSELY BUNCHED KEYWORDS
Just one campaign and one ad group with lots of loosely related keywords
Mistake #6 NOT BIDDING ON YOUR BRAND
Not bidding on your brand kaywords is the easiest way to lose high value return customers. Bidding on brand kaywords is also one of the only times you’ll be able to achieve a quality score of 9 or 10 wich can help raise the overall ad score of your AdWords account
Mistake #7 NOT PAYING ATTENTION TO YOUR LANING PAGE EXPERIENCE
Paid search won’t fix a bad landing page
Beginning from a base of landing page best practices goes a long way
Mistake #8 LACK OF PROPER TRACKING AND ATTRIBUTION
Folk need to get tracking set up properly everywhere including AdWords, Bing, Google Analytics and other platforms
Mistake #9 TACKLING TOO MANY KEYWORDS AT ONCE
The most critical mistake people make is takeling too many keywords at once. It is better to target a few high-intent keywordds and get those keywords to 100% impression share
Mistake #10 NOT HAVING CLEAR GOALS SET
If you dont know exactly what you want, then no decision in AdWords can be correct (or incorrect). You first need to determine excactly what you want youre advertising to accomplish before doing anything else within an PPC account
