1. First and foremost, not monitoring your speed on a daily basis.

I can assure you that nearly all accounts, there is an ROI in advanced ad scheduling, and also day parting. Make guaranteed to keep an eye on the dimensions tab and check out the “day of week” and “hour of day” performance, and day part your bids downwards under the advanced ad scheduling for the hours of the day that don’t covert very well. Do it carefully, if you price up bids by 40% of the original bid in your off hours, may very well not have your ads make an appearance.

Search marketing

2. For shouting loud, monitor google’s “search network.”

In many verticals, google’s search network performs vastly diffferent than search engine. In others though, they may be exactly the same, or extra similar. It is an important thing to understand whether or not the search network has been underperforming. Using the adwords gui, you can monitor this, even during the last few hours!

3. Misusing Campaigns

The reason we have campaigns, is usually to have settings. If you didn't need different settings for each and every campaign amongst ad groups, then you dont need any different campaigns. That's, unless your campaign no longer has enough space for any more ad groups. Usually the traditional choice to group ad groups into campaigns by themes is a superb one, but they will need different settings. These may include search, content, search network, dayparting, ad rotation, geographic, etc. If you have an option to have one account as an alternative to three, do it.

4. Lots of accounts, too many keywords

We discussed this in the last sin, however i have see junior search marketers thinking up huge campaigns using excel’s features. While often good to get the tail wherever possible, as we say, having tons and tons of keywords that do not get volume really are a management nightmare, and don' one any good. simplify, simplify, simplify.

5. Untested Landing pages are a NO-NO.

Landing page testing has to be mandatory. While some get lost in the account side of paid search, you will need to not become lazy with squeeze pages, and make sure you are testing these, as they are able triple your conversions easily, increasing ROI and margins.

Search marketing

6. Letting default google search settings make each of the rules.

Tablets for google desktop campaigns is a perfect example of this. Tere will certainly be discrepancy between desktop performance and tablets, in certain campaigns at least. Google ought campaigns to have a regualr or standard delivery on ads. This will not be the best way to get your ads out. Always do things on your path, not google’s way!

Search marketing