Managing an AdWords account is an exercise in patience.
It requires endless testing, occasional failure, and constant adaptation. It’s also a valuable skill that isn’t going away.
While the list of budget-wasting AdWords errors could go on, here are seven major cautionary tips to streamline your AdWords campaign.
1. Don’t ignore device adjustments.
Clicks from mobile devices and clicks from desktop computers can have very different costs.
Look at the cost per conversion and balance your budget accordingly. A good place to start is giving a higher weight to desktop on B2B products, assuming that your buyer sits at a desk during the day. This is certainly subject to change as more people use their mobiles for work computing.
2. Don’t forget branded keywords.
Conventional wisdom suggests those who search using your brand name are already sold on your product and do not necessitate more ad spending. However, marketing managers don’t know how many branded searches turned up competitors’ ads in the same search.