Not Using the Long Tail
If you were buying a 2011 second hand Ford Fiesta how would you go about searching for one? Would you type in ‘used cars’? Probably not. Would you type in Used Ford.. possibly not. What about 2011 Ford Fiesta? Bingo. 2011 Blue Ford Fiesta.. even better.
Welcome to the long tail and if your adwords campaign is performing badly then have a look at your long tail keywords, if you have them at all.
Long tail terms do not generate as much traffic as shorter, broader terms, but their conversion rates and effectiveness is a whole world better.
What you can do to fix it:
This is essential if you are in a competitive, high demand
Use your search query data for ideas.