Well, I just found out which half I wasted on Google AdWords. I had a campaign targeting the US. It was much less effective than I had expected, and just yesterday I found out why: There is a little option in advanced settings that lets you decide if you want to display your ads to users "in your targeted countries", or "interested in your targeted countries". The second is the default option, and if you do not change it, it will display your ads in Belarus, India, Turkey and wherever, altough you have an US-only audience. I got lots of calls from the Adwords sales team, always trying to tell me how to spend more money on Adwords. Nobody every pointed at the wrong setting, although they had all my settings and campaigns clear in front of them. I have the feeling that Google owes me a few thousand dollars.
Plenty of reporting available that would have identified keywords and geo performance stats. Adwords seems easy enough but it's pretty complex to get things done right.
