#1: Not Grouping Keywords Correctly
#2: Not Using the Right Keyword Matches
#3: Not Using Negative Keywords
#4: Not Trusting Numbers More than Your Creativity
#5: Not Bidding on Your Own Brand
#6: Not Knowing the Lifetime Value (LTV) of Customers
#7: Not Testing the Optimal Ad Position
#8: Not Knowing Who You’re Competing Against
#9: Expecting Too Much from AdWords
#10: (Specifically for E-commerce Businesses), Not Directing Visitors to the Appropriate Product or Category Page.
