Common PPC Mistakes To Avoid

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PPC is a big part of the internet marketing world, and it’s easy to get started with. But like any other aspect of marketing, you need to know what works and what doesn’t. If you’re new to PPC (or even just new to AdWords), here are some common mistakes that will keep your ads from getting the results they deserve:

Landing Page Errors

  • Landing pages should be specific to the ad.
  • Landing pages should be focused on the ad’s promise.
  • Landing pages should be optimized for conversions, not just clicks or views.
  • Designing a landing page that matches the theme of your campaign (for example, if you’re running an e-commerce campaign).

Mismatched Text and Display

The difference between text and display ads is that text ads show up on the search results page, while display ads are visible on a certain part of the page. Display ads can also be referred to as “banner” or “pop-up” ads.

Why is this important? Because it’s possible for your ads to appear on both types of inventory at once, which could lead to confusion among searchers and lower click-through rates (CTR). To avoid this issue:

  • Make sure your ad copy matches what appears in Google Search Console (GSC). If you’re using AdWords Editor then make sure that there are no mismatched GSC URLs in any campaign settings pages before creating new campaigns.*If you’re using PPC Manager then make sure all links point directly back through Google AdWords rather than linking directly out into third-party sites like Facebook or Twitter. Always use keyword suggestions within ad groups so that they match those appearing elsewhere on search results pages; otherwise Google may think they’re getting duplicate content

Ads for Bad Keywords

  • Use the right keywords.
  • Be specific about your business.
  • Spell things right, and use appropriate grammar throughout your copy.
  • Make it easy for people to understand what you’re selling and why they need it—and that’s not just talking points or buzzwords, but actual words that mean something specific in context (i.e., “customer service”).

Not Utilizing the Display Network

  • The display network is a great way to reach new customers. It can also be used to reach people who aren’t familiar with your brand, and it’s particularly effective at targeting specific audiences.
  • The display network includes both traditional banners (like those you see on Google or Bing) and video ads (such as those on YouTube). While these are certainly powerful tools for reaching consumers without having them directly click through to your site, they’re not ideal for getting them there in the first place.
  • Video ads are best suited for driving traffic because they’re more engaging than traditional text-based advertisements; however, they require more time than other types of ad formatting options like image banners or text links—and this means that videos will only be shown after users have already clicked on another link from Google Search results pages (SERPs). This means that if someone does happen upon one of these SERPs pages but doesn’t see any relevant information about what type of product or service he/she wants right away then there’s very little chance of him/her clicking through anyway!

Bidding On Your Own Brand Name

  • You will pay more for your ads.
  • You will pay more for clicks.
  • You will pay more for conversions.
  • You won’t get as much traffic as you would from another company with a similar product or service offering and targeting strategy, even if those companies have less experience than yours does!

Avoid these common PPC mistakes to get better results from your ads.

Avoid these common PPC mistakes to get better results from your ads.

  • Don’t make the mistake of thinking that PPC is a magic bullet. It’s not—it’s an investment in long-term growth, and it can help you reach customers who might otherwise be missed by other channels like SEO or email marketing.
  • Don’t make the mistake of thinking that paid search advertising works only when you’re spending money on clicks and impressions (CPM). In fact, most businesses will see improved ROI by investing in average cost per click (CPA) strategies instead of just paying for clicks or impressions alone.* Avoid paying too much attention to how many people click through on your ad—you want them clicking because they’re interested in what you have to offer; not because they’ve been tricked into clicking by something else. Price appropriately based on quality rather than quantity (i.e., don’t price yourself out!). If someone leaves before seeing all five pages in your ad campaign then there was likely no interest at all; so focus instead on getting as many qualified leads as possible through great copywriting skills plus relevant imagery with captions that encourage responses from potential customers instead of dissuading them away from seeing further into an ad campaign which may lead nowhere fast!


The most important takeaway from this article is that if you’re not getting the results you want, it’s likely because of one or more of these common PPC mistakes. You may think that it’s okay to make a mistake every now and then—after all, everyone does! But if you keep making these common mistakes over time, they can really hurt your bottom line. And if you don’t realize what those mistakes are until it’s too late? Well, time wasted is money down the drain!

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