Hopefully nothing, but chances are good that you're not doing at least one of the "Seven Habits of Highly Effective Pay-Per-Click Advertisers" that John Ellis outlines at his blog this week. Whether it's failing to separate your search ads from your content ads or ignoring your conversion rates because you're so caught up in the increased traffic, John thinks there's at least one thing you can do better.
One of my favorite tips?
2.- Control spending by adjusting bid amounts, not daily spend budget
Often, the funds are simply not available to meet the demand (which that in itself could use some analyzing; because if a campaign is optimized correctly then the return should justify any spend.)
It is important not to control spending based on the daily budget. Advertisers need to lower the bidding cost, to reach the maximum amount of target customers. Controlling spending based on daily budget, leaves too many customers on the table.
(Hat tip to Matt McGee.)
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