Pay-per-click campaigns can be very profitable, but the minefields are many. The most common mistakes we encounter are these:
• Wrong match type. Broad Match, the default option, usually is a recipe for overspending.
• Not tracking sales. You can’t bid intelligently unless you track conversions – something few advertisers do.
• One ad for all keywords. Maximize your results by creating a new ad for each group of closely related keywords.
• Poor landing page. Make sure your PPC visitors find exactly what they’re looking for as soon as they come to your site.