How to Ruin a Paid Search Ad Campaign
There are lots of ways, 13 in fact, as listed by Hubspot in this blog post. Some easily overlooked ones include:
Failing to Use All the Space Available to You: “Make use of the 70 characters you have, and do something that will capture the searcher’s attention. You should also leverage the display URL, which is not the same URL you direct your visitors to when they click.”
Not Having a Call-to-Action: Yes, it’s necessary in paid search too.
Allowing Dates to Expire: “It looks bad if you’re still advertising a Valentine’s Day special in March.”
How to Ruin a Customer Survey
Again, there are many opportunities to do so, but here are some common ones, writes Adam Ramshaw at CustomerThink.
Ask the customer what you already, or should, know: “Email Address? Seriously? You just sent me the survey by email you could at least pre-enter that! I’m spending time to give you feedback, you could at least make it easy for me.”
Make every question mandatory: Besides not being respectful of the customer’s time it leads to false answers by people who just want to get it over with.
