Keyword relevancy is one of the keys to success with Google AdWords. While it may be tempting to include all sorts of keywords you can get your hands on, be aware that this is often the #1 mistake advertisers make when creating their first campaign. You only want prospects who âoeNeed You Nowâ and are going to be motivated to contact your company, or purchase your services if they click your ad. People bid on the wrong keywords all the time and it hurts them big time. My company was losing an average of $0.67 per click until Simon over at RDM helped us get our ducks in a row with the campaign and now it makes $2.19 per click on average instead of -$0.67. He's really helpful on the phone, his number is 256-398-3835.