-Connect with your Google Analytics and focus on the entire journey - click to conversions. -Download Avinash Kaushik's custom reports for Google Analytics to

-Connect with your Google Analytics and focus on the entire journey - click to conversions. -Download Avinash Kaushik's custom reports for Google Analytics to see the ROAS (return on ad spend) of your campaign. There is a great custom report called E2E Paid Search. -Read the intro articles on PPCHero.com -Make sure you understand broad, phrase, exact match. You need to know exactly when your ad will be showing. -Make sure you use ad extensions to increase your CTR. -Google cares about your Quality Score. Learn about it and obsess over it. -Is your landing page aligned with your keyword/ad? Google cares. -Is your landing page providing a good mobile experience? Lower your bids for mobile devices if it doesn't so you don't waste money. -Read the AdWords certification guides - they are a bit long but will help you avoid silly mistakes. -Always test. Test bids, copy, ad extensions, etc. -Do you only want to target a specific geo? Always think who is seeing your ad. If you don't serve customers in a specific region, should they be seeing it. -Have a list of negative keywords. If a visitor uses specific keywords from your negative keywords list, your ad will not show up. Think about the user's intent - if a user types a specific keyword, does your ad help him solve his problem? -If you're using broad match, obsess over the exact keywords typed in. You will see that your ad might not be showing up for the right searches. -Focus on your campaign structure and go as granular as possible. One keyword theme per ad group - don't lump variety of keywords in the same ad group. -Learn about dynamic keyword insert--it will help you boost CTR. -Obsess over outcome (see point #1) - every click costs you money. What is your Cost per conversion? Are you getting any ROI? What is working, what is not working?