What goes wrong.
ADVERTISING BEFORE THE SITE CONVERTS
Paying for the same failure at scale.
NO CONVERSION TRACKING
Spending with no way to know what worked.
SENDING EVERYTHING TO THE HOMEPAGE
The visitor must find what the ad promised.
NO NEGATIVE TERMS
A substantial proportion of spend going to searches that could never convert.
WRONG LOCATION SETTINGS
Paying for clicks from places you do not serve.
Check this first. Defaults are frequently too broad.
NOT KNOWING WHAT A CUSTOMER IS WORTH
No basis for deciding whether the cost is acceptable.
LEAVING THE ACCOUNT UNATTENDED
The most common way money is wasted.
JUDGING TOO EARLY
A week of data tells you almost nothing.
MEASURING CLICKS RATHER THAN ENQUIRIES
Cheap clicks that produce nothing are not a success.
RUNNING ADS YOU CANNOT SERVICE
Enquiries nobody answers waste the money and damage your reputation.
SCALING BEFORE IT IS PROFITABLE
Scaling a loss.
