People commonly make mistakes when first using Google Adwords by choosing keywords before identifying their target market. It is important to research the market to discover what topics interest them and problems they want solved before promoting any products. By understanding the audience's interests and purchase motivations, advertisers can ensure they are marketing relevant products to people likely to buy, rather than randomly promoting to an uninterested group. The key lesson is to focus on learning the market through forums, groups and competitor research before selecting keywords or products to advertise.