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We've got screenshots here for all these bad PPC mistakes!

#9 - Stupid DKI (Dynamic Keyword Insertion)

Big-budget advertisers bid on so many keywords, they often use Dynamic Keyword Insertion to show the keyword the searcher has queried in the ad text. Good idea, since click through is typically higher when there’s that extra keyword relevance. Unfortunately, many lists are so big they include nonsensical keyword phrases, or keywords that don’t match the adgroup’s text, display URL or worse, the landing page.

#8 - Negligent Keyword Targeting

Don't be sloppy. Make sure your adgroups only include relevant keywords. Don't stick "authentic designer handbags" in your "dog beds" group, please!

#7 - Obstruction of Call to Action

Each ad should use an action verb like "Save $X" or "Find" or a compelling offer like "Free shipping."

"Want widgets? We've got 'em!" just doesn't cut it.

#6 - Using Ungood Grammar

There's no excuse for poor grammar. If you're outsourcing your PPC, you run the risk of your ads getting "lost in translation."

#5 - Driving Without Your Keywords

The opposite of the sin of bad keyword insertion is no keyword match at all. Your competitors with keyword matches will enjoy bold blue highlighting while you fade into the background. Plus, you're a higher risk - how is the customer to know you really have what they need?

#4 - Failure to Bid on Brands

It's crazy not to bid on brand names that you carry. Your competitors are, so your click through rate will suffer. And customers don’t want to waste time searching for brand and model names after landing on your home page or category pages.

#3 - Bait and Switch

Don't advertise on a keyword just because it's popular, though it's totally irrelevant. We caught a recipe toolbar ad bidding on "cookie jar." The headline read "Make Cookie Jar." The ad text said, download our recipe toolbar. Oof!

#2 - Insufficient Keyword Research

Negative keywords can really screw up your campaign performance, bloating your impressions, reducing your CTR% and confusing people. Thorough keyword research is not just for building lists, but also preventing your ads from appearing on irrelevant or low converting searches.

#1 - Tresspassing

Every once in a while you'll find an ad that is just in the wrong playing field. How the ad passes Adwords editorial is beyond me, but with a big enough keyword bid, an electronics retailer could show up for a baby bracelet.