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



I can assure you that the majority of accounts, there is an ROI in advanced ad scheduling, as well as day parting. Make likely to keep an eye on the dimensions tab to see the %u201Cday of week%u201D and %u201Chour of day%u201D performance, and day part all of your bids downwards underneath the advanced ad scheduling for that hours of the day that don%u2019t covert well. Do it carefully, in case you price up bids by 40% with the original bid on your off hours, you possibly will not have your ads arrive.

Search marketing

2. For shouting loud, monitor google%u2019s %u201Csearch network.%u201D



In many verticals, google%u2019s search network performs vastly diffferent than google search. In others though, they are often exactly the same, or extra similar. It is an important thing to know whether or not the search network has become underperforming. Using the adwords gui, you can monitor this, even within the last few hours!



3. Misusing Campaigns



The main reason we have campaigns, would be to have settings. If you didn't need different settings for every campaign amongst ad groups, you then dont need any different campaigns. That is certainly, unless your campaign is far from space for any more ad groups. Usually the conventional choice to group ad groups into campaigns by themes is a superb one, but they will need different settings. These can include search, content, search network, dayparting, ad rotation, geographic, etc. If you have an option to have one account instead of three, do it.



4. Too many accounts, too many keywords



We mentioned this in the last sin, but I have see junior search marketers thinking about huge campaigns using excel%u2019s features. While often good to have the tail wherever possible, as it were, having tons and tons of keywords that do not get volume can be a management nightmare, and do no one any good. simplify, simplify, simplify.



5. Untested Squeeze pages are a NO-NO.



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

Search marketing

6. Letting default search engine settings make all of the rules.



Tablets for google desktop campaigns is an ideal example of this. Tere will definitely be discrepancy between desktop performance and tablets, in a few campaigns at least. Google will require campaigns to have a regualr or standard delivery on ads. This may not be the best way to get your ads out. Always do things the right path, not google%u2019s way!

Search marketing