Three Google Adwords Don’ts

#1 – Vanity metrics:
6.7 million impressions! 17k clicks! 10% CTR!

But the truth is those metrics tell you nothing about your performance or your bottom line. It’s easy to give yourself credit for a 10% CTR. But a 10% CTR without a high conversion rate means nothing. In fact, it’s a bad sign. Vanity metrics look great on the surface, but they don’t tell you if you’re making money or not.

#2 – Testing:
Test, test, and test again. Not entirely appropriate.

Unless you are generating thousands of conversions monthly (conversions, not clicks), you shouldn’t get caught up in testing.
Before diving into any testing, make sure you fine-tune every step of the process — from keyword to ad group to ad to landing page and everything in between. If conversions aren’t plentiful, you should instead audit your existing setup.

#3 – Getting comfortable:
It’s easy to go on AdWords, check off a few boxes, and call it a day.

Campaigns are running smooth. CTR is up. Conversions are up. CPA is down. If only it were that easy!
AdWords is a competition. A bidding war against other advertisers that want and need your traffic to survive. Constantly monitor your account to generate new ideas for campaigns to keep content fresh.