Building a Google Adwords Campaign is challenging, especially if you're just beginning to use PPC advertising. While you can spend hours monitoring the market and seeing what your competitors are doing, you will only gain true knowledge about your market when you put out an ad and analyze the data you receive. Nevertheless, it is easy to make costly mistakes with this strategy; if you do not know what you are doing.

The book "The Definitive Guide to Google Adwords" is a must read for anyone who wants to break in into adwords.The author of the book, Perry Marshall, provides clear and concise information regarding Google advertising and direct marketing for both beginners and intermediate users who are looking to gain more from their campaigns.

The whole point of an Ad words campaign is to connect you or your business with your target market, turn them to visitors or audience of your site and get them to accept the value you are offering. Turn your campaign into a success by avoiding the common mistakes outlined below.

1. Not including your keywords in the body of your ads. I often see ads that do not utilize their keywords in the body of their ads. There might be a reason behind this, but in most cases, not including keywords in your ads' body would result in poorer ad performance.

2. Utilizing your homepage as the landing page. The primary purpose of a homepage is to provide broad information about the contents of a website. There's a good chance that your visitors will push the back button if they have to exert effort to get the information they came for in the first place. Your ads could be the most clicked ads on Adwords but you'll just be spending uselessly if you don't make a sale because your visitors leave your site after only a few seconds. Make it easy for your visitors by stating your offer upfront on a landing page.

3. Using only broad match keywords in Google Adwords Keyword Tool. New users only use the 'broad match' function in searching for keywords in Google Keyword Selector Tool. This tool is only useful for generating an initial list of keywords. To really understand your niche, you have to dig deep for keywords. Use the 'phrase match' and 'exact match' functions in Google Keyword Selector Tool to produce a more precise keywords list.

4. Using keywords that do not get results. The terms you use to describe your product or service aren't always the same terms that the market use online.  The Google Ad Words Keyword Selector Tool has a synonyms feature that you can use to reveal the keywords that you should be targeting.

5. An uninteresting headline. The first thing people see on ads are headlines. Having a solid headline will determine if the person viewing your ad will read on and click it or just ignore your ad and move on. Drive traffic to your website with an attention grabbing headline and follow up with a well composed body.