Common mistakes to avoid in Pay Per Click (PPC)

Pay Per Click Marketing

Search Engine Marketing or Pay Per Click Marketing can be a powerful weapon in your digital marketing arsenal, but only if used correctly. To try and get ahead of the competition many companies, however, fall into some common PPC traps which can cost them dearly. Here are some common PPC mistakes people make and how to avoid them.

Common PPC Mistakes To Avoid

  1. Aiming For The Top Spot

Some digital marketers believe that aiming for the number 1 spot on search engine ads is a sure fire way of getting customers to click your Ad. What is actually does is make you a target for high advertising costs. Instead of bidding a high amount to stay above your competition in PPC campaigns you should instead focus on improving the quality of your ad copy, the image, and the call to action. Using these simple methods can actually put your Ad to the top automatically without having to spend a fortune on online advertising.

  1. Using Broad Match Keywords

Novice digital marketers when starting off their campaigns should avoid using broad match keywords in their ad campaign. Google will use the ability to match broad keywords and you may end up seeing a lot of traffic, but most of it will not be relevant to your site or purpose. You’ll waste a lot of money receiving bad traffic, affecting your conversions and not even moving lower on the ranking of ads.

  1. Using Too Many Keywords

Pay per click advertising needs to be very specific and to the point. You need to be using action-oriented keywords to try and achieve your goals. Using too many irrelevant keywords will cost you your objectives online as well as real money that could be better used elsewhere.

  1. Reviewing Search Partners

Google search partners form a vital part of your search engine marketing strategy. Your ads could be shown on a variety of websites that form the search partners for Google. If you ad is showing on a particular website and is costing your revenue but is not giving you any form of return it’s time to remove that search partner from the list of sites that show your ad.

If you want to review the performance of your partner you can do so using the network option from your segment in the campaign. You should also know that when evaluating search partners it isn’t important to review the click-through rate of the partner but rather the value they bring to you in terms of dollar revenue.

  1. Not Using Ad Extensions

Ad extensions are a perfect method to guide your prospective customers to various locations within the site. You also have call extensions, site link extensions and many more options which you can choose from. The “expected” impact from your ad extensions is also a ranking factor when it comes to placing your ad on the search results. Make sure to pick ad extensions that are relevant to your product or service and use them wisely.

  1. Not Using Geo-Targeting

Search Engine Marketing is an indispensable tool when it comes to local marketing. If you’re not using geo-targeting you are missing out on a lot of relevant traffic to your site or store. If you use the state name, locality name in your ads you’re automatically going to see a higher click-through rate on your ads.

  1. Not Using Brand Name Ad Bids

If you’ve worked hard to create a brand and you’re not using it in your PPC campaign then you are shooting yourself in the foot. Your competitors could be taking advantage you have worked so hard to build. However, the caveat is that if you’re already ranking at the top in organic search for your brand name does it really make sense to put an ad in too? Depends on if your competitor is using your brand name for their benefit or not. It might take some work, but it is definitely worth it to find out.


Pay Per Click Marketing is not exactly rocket science, but it isn’t a walk in the park either. However, if you avoid these particular mistakes we’ve mentioned in this blog you’ll find it a much more worthwhile endeavour. If you need some help in setting up some PPC campaigns for your business or you would like to talk to an expert then please do get in touch with us today.

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