The doyenne of Adwords wranglers, Dave Collins, has put together a nice little cheat sheet for anyone who is trying to use Adwords more effectively. If you use Adwords, here are Dave’s thoughts on how to get more from your adwords budget. 
Perhaps you don’t have time to learn the intricacies of the system, so instead play it safe. Or you may be the person who simply trusts Google, and assumes that their defaults will be more or less aligned with your own best interests. Or maybe you’re the type of person who’s happy to throw money at anything and then measure what happens. The most likely scenario is that you’re a combination of all three. And all AdWords users have the same niggling worries:
“Am I wasting money in my AdWords account?”
“Am I missing out on potential customers by not using AdWords correctly?”
The answer to both is of course yes.
There are, however, steps that you can take to minimise the waste and weigh the odds heavily in your favour.
The first step would be to spend a little time familiarising yourself with our Google AdWords cheat sheet:
https://www.softwarepromotions.com/adwords/cheat-sheet/
If you follow our recommendations you’ll make a significant difference to how your account performs. If you adopt our Golden Rules and best practices as standard, the difference may prove to be enormous.
But why stop there?
The next step would be to download the PDF version of the cheat sheet (available from the same page), print it out and refer to it each time you go into your AdWords account. The techniques we outline are based on more than ten years of experience handling boat-loads of accounts. They really work.
And if you want yet more, the most effective step of all would be to attend our workshop at this year’s BoS conference in Boston. We’ll be smashing every reservation you may have about Google AdWords into dust, and showing you all the techniques, approaches and actionable steps you need to make your AdWords account sing for you.
I hope you can join us there.