The document outlines the top 10 ways to fail with Google AdWords, including targeting broad geographic areas as a local business, having unfocused display network campaigns, using generic ad groups with unrelated keywords, pointing ads to low quality or non-relevant landing pages, using unlimited cost per click bids without limits, bidding broadly on single keywords, not including relevant keywords in ad copy, maintaining huge lists of underperforming keywords, neglecting to use negative keywords, and running campaigns without conversion tracking.

1. Top 10 Ways To Fail With Google AdWords
The world of pay per click can be a daunting venture for many small-medium size businesses.
The thought of wasting marketing budget on clicks from “window shoppers” and “tire kickers”
can be enough to turn off any business owner.
Then there are even those businesses who have tried pay per click marketing only to fail to
demonstrate a positive ROI.
Optimizing a pay per click campaign takes a specific skill-set and experience. With this in mind
we have put together this PPC infographic to expose the common pitfalls of pay per click
marketing and to help you avoid them all costs.
1. Avoid BROAD Geo-targeting
• If you’re a local business avoid targeting large areas like countries, provinces, or states.
It’s better to limit your reach to a relevant local audience.
2. Unfocused Display Network Campaigns
• These ads might be shown to a large audience but may waste clicks on people who think
that they’re clicking on a different business or brand name.
3. Uncategorised Ad Groups
• Having generic ad groups with a variety of unrelated keywords and phrases are a surefire
way to waste your hard earned cash.
4. Low Quality Score on your Landing Pages
• Pointing Ads to landing pages that don’t speak to the ad is a great way to blow your
budget. Even worse, point your ads to the home or index page with the hope that the
customer will find what you’re trying to promote.
5. Unlimited (uncapped) CPC bids
• Unchecked auto-spend without limits on cost per click will surely flush your budget
down the drain.
6. Bidding Broad
• Focus on “long-tail keywords” instead. Single word keywords are very general and
usually very expensive. Also setting allkeywords to “broad match” is a great way to burn
a hole in your wallet.

2. 7. Not Using Keywords in Ads
• Not having relevant keywords in your ad copy lowers its Quality Score and increases the
cost of serving the ads for that keyword.
8. Huge Keyword Lists
• Don’t let underperforming keywords and keywords with different match types remain
part of your campaign. Make sure to pause them, stat!
9. The Absence of Negative Keywords
• If you don’t use any negative keywords you’re basically inviting irrelevant searchers to
click your ads and waste your money. Make sure to study your keywords carefully and
account for an negatives like “cheap” or “free” when you don’t want to give away your
product or service!
10. Running Campaigns Without Conversion Tracking
• This won’t really waste your PPC dollars, but it won’t give them any credit either!
Conversion tracking code helps you know whether or not your ads are bringing an ROI
(return on investment). Without conversion code it’s much harder to know if the new
business you’re getting is paying for the cost of running your ads.
Contact techwyse.com for more about Pay Per Click and Internet Marketing
.