I came across this article by Kevin Lee of ClickZ while catching up on industry trade emails and thought it would be a great change of pace from the videos I’ve been posting so far. The article is a great overview of the most common oversights people make while managing their paid search campaigns. I however think there should be more emphasis on the lack of negative keywords! The full article can be found here: http://www.clickz.com/3635865

Here’s a few of the biggest oversights that I commonly run into when working on an existing campaign:

1.) Lack of negative keywords or not enough negative keywords.

2.) Lack of A/B testing ad copy.

3.) Buying the most competitive/broad keywords possible.

4.) Targeting mobile devices when clicks from a mobile device are not likely to convert. (ex: e-commerce)

5.) Sending all traffic to the homepage.

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