One Google (GOOG) Adwords mistake that I still find quite a large number of companies doing is to take the easy route of pointing their destination URL to their homepage rather than taking a little time to deterimine the best URL to point each ad to. Each ad needs to be targeted to a very specific URL.
When you think about it, you take all the time to make a list of targeted keywords that take into account all the unique products and services your business has to offer, then for some reason think that you have to send them to your homepage and make them attempt to navigate your site to find what they were looking for.
It is much more efficient and productive to direct your viewer specifically to the targeted keyword URL page which was described in your ad copy.
Now I'm not sure why someone would do this or the reasoning behind it. If you create ad copy from a keyword, why would you then unravel the targeted aspect of it by sending them to a generic home page and make them do the work (which they won't)?
If you do this I would highly recommend that you change directions and make sure your keywords and URL are directly connected to one another.
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