Pay per click campaigns can be very extensive and quite complicated if you are not sure what you are doing. Everyone makes mistakes but these are a few things that any local SEO company should take note of and make sure to avoid.
First, you want to make sure you are targeting a geographical area. This means considering where your business is and who is serves. If it is an international business then you might want to pin point major cities throughout the world, if you are a local business you obviously want to target the area around you. Whether local or international you want to make sure and target areas that offer the most ROI. Next, make sure whatever site you are building to removes high-click and low-yield partner sites. If a site is not a logical fit for your targeted consumer group it is important to get rid of it before it distracts them. Third, make sure you take advantage of negative keywords. Most people like to focus on the positive therefore they assume that negative keywords will hurt their campaigns, this is false though. These keywords can actually preserve your account.
Finally, make sure the keep your search/display campaigns separated. Many people seem to believe that they are helping their campaigns by keeping these together, but in all reality Google will force new campaign experts to cancel out of a display network. Many times performance is higher in a search network than in a display network. Therefore separating the two campaigns will initially allow the budget for the campaign to be maximized and finally will bring you more ROI.
Taking note of the new developments for PPC ads is important for your company in order to ensure that your campaign is as effective as it can be.