I made another major mistake when I did not set a daily budget for my campaign. That was a direct result of my ignorance about how much Pay Per Click could actually cost. I did learn an extremely valuable lesson though. Always set a budget. Determine beforehand exactly how much you can afford to spend per week or per month. Be disciplined and stick to it. You should always try to avoid going into debt unless it is absolutely necessary.

The final mistake that I regret was waiting too long to pull plug on campaign. I suppose that stubborness set in and I just did not want to admit defeat. However, admitting defeat is sometimes not so bad. If you sense that an opportunity is not working out, then cut your losses. No purpose whatsoever is served by throwing more good money after bad. Always know "when to say when".

Learn from my mistakes. Alway do your research before pursuing Pay Per Click or any other new opportunity. Be sure to set a weekly or monthly budget and stick to it. And, finally, if an opportunity is not working out, then don't give in to stubborness. Cut your losses right away.

7. Signing up for site newsletter must be incredibly easy.

8. Customers should be required to fill out minimum of information to make a purchase.

9. Newsletters should be issued in HTML and text since some email systems do not accept HTML.

10. All images should be compressed for quick loading.

11. All links and emails must also include AOL friendly equivalents.

12. All emails must have automatic text wraps at 60 spaces so that recipient does not receive a disjointed mess of code in their email box.

13. Email communications from public must be responded to within 24 hours.

14. Communications made after business hours must be responded to first thing in morning.

15. The site should offer accumulating bonus points for purchases that eventually lead to a “free gift”

16. When an order is shipped, an email should be sent to customer telling them as much.

The list is fairly endless, but you should always view site designs and advertising from perspective of customer. The universal question for each project is, “How could we make this easier for customers?” By emphasizing this approach, you will bypass many of problems you see on net and avoid wasting your advertising dollars.