Don’t Listen to Google and 9 Other Google AdWords Tips to Increase ROI

9. If a majority of your sales happen over the phone, schedule AdWords accordingly. Only run your AdWords campaigns when your phone lines are staffed, Shikhman cautioned. In addition, adjust your bids down in periods when your customers aren't really shopping, she added.

10. Keep track of your AdWords search history report. “The most important hidden report in Google AdWords is the search history report,” Shikhman said. “Use this to build your negative keywords list and expand your regular keywords list.” Shikhman recommended reviewing this list every three days.