Not setting and measuring campaign goals, focusing on traffic rather than conversions, and failing to separate content and search campaigns. These are three of the seven common mistakes newbies to PPC advertising make that cause campaigns to fail, according to Brad Geddes.
Geddes explains how to avoid these problems. For example, don't ignore match types, he writes. Google uses "broad match" by default to trigger results for a search query. If you consider "tea" as a similar term to "coffee," and "cups" similar to "mugs," it might explain how someone searching on "coffee mug" might see the keyword term "tea cups."