2) Forgetting lots of good keywords

Most people are lazy :-), but the effectiveness of their keyword list
can be improved in less than 1 hour.
Why?
Because most people give up far too early.
Let me give you a few example cases:

 If you had a keyword list with keywords such as:
 - website optimization
- website conversion
- website conversion rate

However, why did they not buy the following keywords?

- web site optimization
- web site conversion
- web-site conversion

Another example for keyword phrases:

- lead generation software
- lead generation system
- lead management system
- lead tracking software
- sales lead management
- sales management software
- sales tracking software
- software sales management

However, mostly the following keyword phrases were left out,
which can more than double the number of leads:

- lead management software
- lead generation software
- lead generation systems
- sales lead tracking
- sales management software
- sales management tools
- sales tracking software

By adding these keywords you could get a 100% gain and all
that is required is to go the extra mile! This is not rocket science,
but more often than not I see that lots of people leave out great
opportunities that are sitting right in front of their nose.

Stayed tuned to get more informations on the other 8 deadly mistakes you can make with Google Adwords !

Mark
Mission: 100 Millionaires by 2012
http://100Millionaires-by-2012.com

P.S.
If you are looking for a great book about Google Adwords, I can recommend the FREE ebook from Google Adwords legend Brad Callen
"Adwords made easy"
You can download it here fro free (86 pages, value over $74 !!):
Adwords Made Easy
Just right click and chose "save as" in your context menu