10 Common PPC Mistakes that You have to Avoid


Running a successful Google Ads campaign isn’t as easy as it appears. With so many things to stay up to date, you’ll be shocked by the number of PPC mistakes marketers make.

We’ve worked with various clients throughout the years and witnessed many common errors that are usually not noticed. From not using extensions for ads to failing to target ads geo-based, A simple oversight can make your advertising campaign significantly ineffective.

It doesn’t matter if you’re managing your campaigns or just taking over a customer’s account; here’s a list of the most frequent PPC mistakes to be aware of.

Mixing Search and Display in the one campaign

If you are creating your campaign, you can choose only to target the search networks or focus on both display and search networks within an identical campaign. Combining display and search campaigns is not recommended, making it extremely complicated to control. This is because both search and display ads perform differently in various ways.

Search ads target users explicitly looking for your service or product, resulting in higher rates of click-through and an increased cost-per-click. In contrast, the display network can reach more people who aren’t necessarily searching for your service or product. 

This means that the display network has lower cost-per-click and click-through rates, which could skew the results if you analyze how well the campaign is.

Mixing display and search

When you start the first PPC campaign, you can focus on only the search network or concentrate on both display and search networks with an identical campaign. Combining display and search campaigns is not recommended since it can make the overall PPC strategy more difficult to control, as both types of advertising work differently in various ways.

Search advertising targets people specifically looking in search of your item, leading to more excellent click-through rates and a greater cost-per-click. However, the display network will be able to reach a more significant number of people that aren’t necessarily searching for your service or product. 

This means that the display network can be much less expensive per click and lower click-through rates, which can cause data to be biased in the case of the performance of your campaign in general.

There aren’t enough ads for each ad group.

Creating a new campaign to add one ad to each ad group could be quicker. However, you’ll never know if a new advertisement will yield more outcomes. It is always advisable to test new concepts for ads, and it shouldn’t take time to create.

The performance of their search partners

Search partners are a group of websites (other than Google) that allow your ads are displayed. These include sites like Amazon as well as several small search engines.

Launching the new campaign box that allows you to add a search partner is checked automatically. Due to this, many people sign up for search partners without realizing they have done so.

To check the performance of your advertisements with search partners, log into the campaign you are running, click the segment, and choose Network (with the search partner).

Remember that your click-through rate for search partners won’t impact any score for the quality of search terms in Google’s Google Search Network, so don’t fret if this rate is very low.

Straight for the #1 position

Everyone wants to be in the highly sought-after number one position, but it’s not always the best method to use to run the success of your PPC campaigns.

Being on top of the results is sure to boost your traffic. However, it’s not necessarily effective in terms of cost. You will get more results in many situations by placing your ads farther down on the webpage for a lower cost-per-click, leading to a more profitable campaign.

Do not use ad extensions.

If you’re not using an ad extension, you’re being left out of higher ads and higher click-through rates.

When calculating your ad’s rank (the place of your ad in the results of a search), Google considers 3 factors: the maximum bid for cost-per-click you have set, the quality score, and the expected effect of ad extensions.

Begin by setting up site links and callout extensions, as they are quick and straightforward to install. Some ad extensions like extensions for apps may not be appropriate for your company.

Not Using Location Targeting

When creating an effective PPC campaign, one primary step is defining the audience.

For targeting specific nations or regions in Google Ads, you’ll need to modify the location targeting settings of your ads. You’ll be amazed how many paid search marketers fail to do this correctly. The result is that ads are displayed in states and cities where the company does not provide services!

The location targeting feature not only helps make sure that appropriate people see your ads; however, you can include the location of the user within the advertisement to draw their interest. This kind of personalization is also more likely to improve engagement with the user than without it.

Do not bid on your brand name.

There’s a lot of discussion about whether it is advisable to bid for your company’s name. Depending on the business, this is also a matter of choice and is determined by the results.

There’s no good landing page.

Have you arranged your PPC account to perfection, with well-designed ad groups that are themed and the most innovative and appealing ads? Your time and energy could be wasted without an excellent landing page.

When a visitor sees your advertisement, they will have an idea of the type of content it’ll guide them to, according to the headline and the ad copy that you’ve chosen. If the visitor’s expectation is not fulfilled, they will swiftly quit your website (bounce), and the click price is lost.

The landing page needs to be highly relevant to the ad and the critical word that brought people to the advertisement. Additionally, the landing page must be simple to navigate, offer high-quality, relevant content, and include a compelling call to action to maximize conversions.

Setting & Forgetting Your Campaign

One significant PPC error that many novice marketers make is creating an advertising campaign, then forgetting about it. They believe that once the advertisements and keywords are put in place, it’s all there is to complete. They’re so wrong!

There’s no way to set up and not execute campaigns within PPC marketing. Indeed, many successful campaigns only succeed through months or weeks of ongoing adjustments.

Monitoring KPIs daily is a standard task of the best pay per click services. If your metrics aren’t up to standards, it’s time to begin optimizing and adjusting. It could be anything from including and removing keywords to altering the negative keywords list and bidding strategies. 

In the same way, it is essential to note that if your campaign appears promising and has been delivering excellent results, it’s the right time to increase the size of your campaign. This implies that you should increase the amount spent on advertising with the assumption that conversions will rise.


Additionally, Google uses landing pages’ relevance to determine your quality score.

If you follow the guidelines in this article, you will avoid this typical PPC mistake and help save a significant amount of money and time, and in the end, you will get more results for your company.

Making and running the management of a PPC account can be highly profitable, but it’s not difficult to make mistakes on the way. The best pay per click service can assist you in avoiding the most common PPC mistakes mentioned above.

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