Jennifer Osborne lays out some of the most common mistakes she's seen small business owners make with their paid search accounts, starting with not bothering to adjust the default account settings chosen by Google or Yahoo.
While the AdWords interface is "awesome" and their customer service "rocks," Osborne says that the defaults are set to maximize Google's revenue--not yours. "Sometimes that means that you'll make a lot of money too," she says. "But sometimes it means that you will not be running as efficient a campaign as you could be."
PPC account holders also seem to struggle with geographic targeting--and either cast their region, state or city net too widely or narrowly. Incorrect use (or lack of use at all) of dayparting is next on the list, followed by not experimenting with the match types and forgetting to exclude negative keywords.