Here is a guide on how not to use PPC (google adwords.) When PPC is done correctly, you can gain new customers and relevant website traffic as opposed to mismanaged account where you lose money.

2. To some businesses PPC (adwords) is a major
income generator, netting them new customeros
and conversions at an effective price. However,
this can not be said about everyone and when a
PPC campaign is not managed properly it will
seem that you are haemorrhaging money without
a return.
If you fall under this category then one of these
may be why.

3. Conversion Tracking
The most important feature in Google Ad words is the
conversion tracking. If conversion tracking is not
implemented into your Google Ad words correctly you are
simply throwing money away without being able to analyse
and improve your Ad word campaign.
Conversion Tracking

4. Product Listing Campaigns
A lot of companies have not yet realised the benefits of using
product listing campaigns, If your company sells many products,
product listing campaigns mean that you can get more clicks and
conversions in a much cheaper budget!
Ultimately if you are a sales company in any shape or form you
have to be using Product listing campaigns to reach the maximum
capacity for your PPC campaign.
Product Listing Campaigns

5. Remarketing Campaign
If you sell products on your website a remarketing campaign is
vital. One of the best remarketing tactics to use is the Abandoned
Checkout Process remarketing campaign on Google Ad words.
This will mean that if any potential customer adds items to a
basket but decides not to complete the sale and leave at the
checkout. Google Ad words will remarket your site to them in an
attempt to make them go back and finalise the transaction.
Remarketing Campaign

6. Advertisement
The actual Ads in a Google Ad words campaign are massively
important, This is what will lure your customer to your website
and make them complete the sale.
If the ads are misleading in any way it may put the customer off
and will definitely make unnecessary clicks which will cost you
money. It is imperative that your ads are an exact match to what
your ideal customer would want from your business.
Advertisement

7. Keywords
PPC revolves around getting the perfect keyword so that you can
target your audience in the most pin-point way as possible.
Many Businesses think that if you choose a keyword that is very
cheap but does not reflect their business entirely will be good
enough, as at least it means that they are seen.
This method does not work as, firstly; it causes them to lose money
as none of their keywords are suitable, secondly, they will be
wasting their time on PPC when their time could be better used.
Lastly, their bounce rate will be incredibly high and this could
potentially have an effect on their page rank.
Keywords

8. Broad and Exact
Knowing the difference between the two settings and when
the appropriate time to use them is what many businesses
are doing wrong.
Some businesses use broad search when they are offering a
niche product or specific service that would entail the exact
words. Conversely other businesses use exact when they are
trying to get their service seen by as many people as possible
and have a vast budget.
Using the correct search setting enables you to save and make
money.
Broad and Exact