Technology is bound to make our lives easier, but the dominance of a pay per click (PPC) strategy can be depressing when it comes to ads. There are standard procedures, and there are specific errors too. One of the most significant errors is using a DIY strategy because you don’t have someone with PPC campaign expertise on board. But there’s also another slightly more tactical error that can destroy a PPC campaign before it ever gets truly off the ground.

If you’re a marketer who thinks you’re going to embrace the PPC campaign approach, it can be very lucrative, but not if you don’t have the right tools in your hand.

Consider these top six mistakes in PPC to avoid these errors, and you will be able to drive many targeted prospects to your website and win the trust of loyal clients.

Mistake #1: Undefined Goals

If you don’t fully understand your goal when establishing a PPC campaign, you’ll struggle to monitor your growth and achieve progress. You may have an ambiguous plan of ‘more revenue generation’- still, by setting more specific goals, you need to dive deeper into how you’ll achieve this and eliminate mistakes in PPC campaigns. Define clear and attainable goals that will fulfill your ambition to increase your revenue. A few examples of these can be:

  • Creating awareness about the company to a specific audience
  • Sales to potential buyers of a product or service
  • Maintaining existing Customers

Mistake #2: Improper Targeting & Advertising

Do not perform a PPC campaign as if it were 2005! Most of the Web traffic came from laptop PCs back then. Web consumers today have multiple devices. A web user could start a task on a smartphone and then later move to a tablet. On a laptop, the same user could complete the mission. Throughout the day, people pass around computers (smartphones, tablets, and laptops).  

More than 40% of adults are multi-device consumers, according to a recent survey made by Econsultancy. If you want to aim your ads correctly and avoid mistakes in PPC campaigns, you’ll need to search for who your customers are and clearly understand how the targeting trends work for each specific platform.

Mistake #3: Not Optimizing Ads for Revenue

An ad that doesn’t support revenue generation is pointless. The only best way to get the most out of an ad campaign is to make money by monitoring it and calculating it by sales. Revenue should be what matters to the company. A PPC campaign will provide the worst views on the ad, pictures, CTR, the average cost per click (CPC), content score, and still produce the most sales and help you avoid PPC mistakes.

By shifting their attention from mere ad clicks to advertising that users view, publishers and marketers have discovered a way to prevent PPC mistakes by delivering their customers with engaging experiences to gain higher revenue.

Mistake #4: Using keywords for Broad Matching

It is more about specification when it comes to selecting keywords. If you choose broad match keywords while matching your ads to a search phrase, Google has so much space, which means you’ll end up losing a bunch of random traffic going to your page. Inevitably, these mistakes in PPC campaigns will divert the traffic elsewhere, costing you money and negatively affecting your conversion rates.

However, to avoid these mistakes in PPC campaigns, consider all the distinct instances that someone may have if they enter that search term. They may be searching for recipes for baking or baking devices, practically something that comes under the baking category. This method would significantly reduce click-through and conversion rates.

Mistake #5: Overlooking Ad Copy

For increasing your click-through rate (CTR), ad copy is vital to avoid PPC mistakes. Some people rely on keywords and landing pages so much that they ignore the language of their advertisements. That is the ad copy that your future clients will see on the results pages of the search engine (SERPs), which will drive them on to make this all essential click-through leads to your website.

Be attentive about minimizing poor spelling and grammar, and don’t stuff with keywords to steer clear from these mistakes in PPC campaigns; it’s off-putting to see loads of typos and make searchers less inclined to click on your advertising.

Mistake #6: Neglecting Split Testing

Split testing, generally referred to as A/B testing, enables marketers to equate two separate iterations of a web page — a control (the original) and modification — to decide which works better, to improve sales.

There are several tests your PPC campaign has to undergo; each one is similar to the original ad, except for one element which has been changed while analyzing mistakes in PPC. You will then calculate the most popular edition of the ad and determine whether you’ve got a real winner on your hands that generate the most traffic. You mustn’t adjust more than one variable, as this would make it daunting to keep the conversion rate that has made the difference in eliminating all the mistakes in PPC campaigns.


The PPC campaigns will give companies a massive sales boost if it can be performed well. By trying to run improperly optimized PPC campaigns month after month, too many organizations are needlessly pouring their click budget down the drain. Perhaps these PPC mistakes are attributed to businesses running their in-house PPC campaigns without any real in-house expertise.

By knowing how to set targets, aim correctly, use the right keywords, write good copies, and test accurately, you’ll be on the right track to boost your ROI and develop high-quality PPC campaigns that will make your company a big success and street away from all these mistakes in PPC for a successful ad campaign.