Whether you are a master affiliate or just a PPC manager, Adwords can be tough to get right. Every little mistake that you make can make your competitors’ day especially if you are in a hyper competitive market. But usually the biggest happens when you are being lazy. Unfortunately, when you decide to slack off, you cut things off that seem unimportant on surface. Autopilot Adwords are one the examples here. I have seen numerous marketers who set up a daily budget and bids and then let their accounts go for weeks before checking on them again after a month or so. You can’t expect to improve your account’s performance by slacking off.

Split testing is another practice that doesn’t get enough attention from new and sometimes experienced PPC marketers. Basically, you creat two ads and compare their performance and choose a winner after a statistically significant number of clicks. But for some reason new marketers come to believe that once you create those two ads, job is done. It is not. You should absolutely use tools such as split tester to consistently test and improve your ads. Once you identify the losing ad, you remove it, and ad a new one and start the process over. I have heard people who have increased their CTR from 0.5% to 20% by changing their ads. It doesn’t happen all the time, but improving from 0.5% to 2% is a huge improvement, and you goal should be to make an improvement every time your run your split test. It’s not just about CTR. It’s about quality score too!