ReMarketing
5. Not understanding View Thru conversions. These guys seen your ads on the display network but maybe didn't convert and didn't click on the banner ad itself. They came back later and converted elsewhere BUT they did see your remarketing banner ( but came back to the site via domain type in or another search ad ). You need to count these conversions like you would a branding campaign. This makes remarketing powerful. I generally count each View Thru conversion has .5 a conversion since they really didn't click on that banner to convert, but got assisted in the conversion.