Writing great negative keyword lists before you launch saves more money than any other basic trick. Blocking useless, unrelated search terms ensures your budget is only spent on real, ready-to-buy customers.
I believe that an overlooked skill is that of not optimizing something. Newbies tend to tweak bids, keywords, or ad copy on a daily basis in order to achieve better results , however, in doing so, they restart the entire learning process. In some cases, the best way to optimize is to accumulate enough data and make just one move instead of ten.
I believe that one of the skills which is most undervalued in PPC is the analysis of the data. Setting up the ads is fairly easy but it is the skiill of analyzing the results nd making changes based on that analysis that will impprove their performance.
Newbies are all about making their campaigns as perfect as possible they forget about the bussiness side of things. but knowing why clicks work, where money goes, and when you should kill the failed test is the thing makes the difference between just being an advertiser and scaling one.
I think beginners should learn tracking first. If you do not know which clicks are bringing real results, it becomes hard to improve a campaign.