OK, OK, yes I'm a Marketing Guru who specialises in AdWords Consultancy but I'll be unbiased and aim to help you here - I promise!) . . .
1. FACT - Not everybody has the mentality, tenacity and willpower to see out the required detail.
Actually, around 1 in 10 business owners I meet (every week) bothered to understand PPC to the extent required. And hence waste £thousands every year/month with £zero sales - all caused by 'having a bash'. It's simply not feasible for the majority of small businesses (Manufacturers, Tradesmen, Shops etc) to get great results from little time dedication.
2. Not many PPC consultant will focus on damage limitation.
I'm guessing you've come across the 7-in-10 PPC consultants I regard as naff!
I even see terrible performance by Google AdWords Staff themselves, or even by Web Firms would you believe; professing to be Marketing experts - on the latter, literally 90+% don't even have 'Webmaster Tools' setup which is a bad sign! Small Businesses require cautiousness.
3. MY BIGGEST TIP (in my years of experience handling £100,000's of data):
Test in short bursts > Allowing 24hrs in between Live Bursts > Check your Actual Search Terms (not to be confused with Keywords you entered) after 24hrs of each Live Burst > Build your Negative List > Increasingly splice your Campaigns & Ad Groups into more niche Campaigns & Ad Groups > Initially apportion your budget as if it were a roulette wheel eg.Place your bets/budget where you think the ideal keyword groups are > Then prioritise budget once you have the facts to tell you what to increase.
CONTRARY TO MANY DIY POST's ...
For most people, business owners or decision makers, you SHOULD ABSOLUTELY spend with an expert; even if too trial on a short term - but be smart how you go about it! BECAUSE...
1. 'ALL' DIY business PPC accounts I've analysed waste between 60% to 90% of their spend (seriously - one (Manufacturer) wasted an avg.83% of £3,000per month for 2 years prior to me, another (Jeweller) wasting (to this day due to ignorance & know all attitude) avg.68% of £10,000 per month.
2. ADWORDS SUCCESS IS NOT ABOUT ADWORDS
Contributors of AdWords success does not lay entirely with AdWords mechanics or know-how...
2a. With over 15 years Business Consultancy experience (business planning, fundraising, financial forecasting & marketing) I LOVE getting focussed with the decision maker on Product Offering, Business Modelling, predicting & targeting: Results, Cashflow, ROI and scheduling realistic weekly resources (time/money).
2b. True Entrepreneurs figure out 'delegation to the RIGHT person for the job'. So, readers should instead, think smartly and ask the right questions before choosing to try out a consultant/expert (not just ignore so called experts) ... eg.Did you prior ask your 'let down of an expert' : How much of my hard earned money will you blow? over what period? and how can we limit wastage / damage? Can we trial a short test first? Have you got success for your own business using PPC? can you show me some examples of what you did for yourself that worked? What product should I start with as in which is my strongest Web Content/Page to start promoting?
(Those questions are NEVER asked, yet MOST PPC consultants have never got success for their own business - which is very different to spending someone else's money).
I hope my tips help you! If it does, I'd love you to reply or let me know somehow.
Let me know how you get on or if you've any questions!
Small Business Helper - A UK registered company.