This evening, I heard a story about a successful local business that got burned using Google Adwords. How did they get burned? They apparently had their account set to autopay and were using keywords that broad matched to a newly released movie. They burned through $18,000 over one weekend.
Can you imagine this poor guy coming into the office on Monday morning expecting to find some new orders or leads, opening up his Google Adwords account only to find he spent 18k in company money for movie clicks? While this story may sound extreme or remote, it's not. Many Adword nubes loose money because they don't understand some of the basic principles of keyword matching.
Personally, I've never been a fan of putting campaigns or accounts on autopilot. We spend a substantial amount of money each month on Adwords advertising, but I still look at accounts each morning and fund them accordingly.
Are you new to Google Adwords? Don't get burned because you don't understand how Google matches your keywords. Start off modestly funding your account until you are confident you know what you are doing. Watch your accounts over 30-60 days and make sure your keyword campaigns are stable.
Today, there are many Google Adwords marketers that can help get you over the learning hump or even review your keyword campaigns to make sure you are set up correctly. Don't be another Google Adwords headline. If you need help with your Adwords account, get it. The price of getting professional help will be worth it in the long run.