In a bid to put their businesses right in front of their targeted audience using Pay-Per-Click advertising, businesses especially startups fail to heed the guiding rules of PPC advertising. In the end, they’d burn up their budget, and without clue wonder where they missed it.

PPC advertising

Done rightly, PPC can yield outstanding ROI – on the other hand, it can wreck you faster than a man drowning in quicksand, and you may end up hating it forever. To guard against this, avoid this common mistakes:

1. Writing ad copy that doesn’t convert

From a PPC perspective, an ad copy consists of a headline and a description.

On Google search page, for instance, the headline is the text that appears in blue, while the description is the small block of text that follows beneath. Unless you a copywriter with solid years of experience writing converting sales copy, you will sure struggle with crafting an engaging ad copy – don’t lose heart, it’s all part of the game.

When writing an ad copy:

  • Use personal pronouns like “you” generously
  • Less of you and more of them – telling visitors how you are the best in something is self-sabotaging
  • Hit their pain point. Someone who enters “relieve from acne” in the search box is most probably looking for relieve – convince them you can help
  • End with a CTA (call to action): “visit”, “find out” etc. are good examples

2. Not specifying negative keywords

Negative keywords are keywords you don’t want your ads to appear for. Let’s say you sold shoes in, say, Orleans, and one of the keywords you chose is “shoe for sale in Orleans”. Should a searcher query Google, for instance, with the keyword “kids shoe for sale in Orleans”, your ad would pop right up, burning your budget further. Since you don’t sell kiddies shoes, set “kid” or “kiddies” as a negative keyword.

Getting the idea?

3. Using the wrong set of keywords

People who search on search engines do so for two reasons: to find helpful information and to find the right product to buy. To that end, keywords are of two types; informational and commercial keywords. “how to repair a broken hammer” is a good example of an informational keyword. “Best web host”, on the other hand, is an example of commercial keywords.

Unless you want to drive traffic to your website for the sole sake of it, informational keywords are perfectly fine. Otherwise, do the needful.

4. Not eliminating non-performing keywords

Even experienced marketers more often than not load their campaigns with non-performing keywords. These are keywords that bring in traffic, though, but the wrong type of traffic, or are just not performing at all. If efficiency means a thing to you, cut out these keywords.

5. Not specifying keyword matches

Not all searchers will use the exact words you set as keywords when searching for your product and services. To avoid losing these potential customers, Google AdWords, for instance, uses keyword matching to capture this leads.

It is important you rightly specify your campaign’s keyword matches.


So there you have it – 5 PPC marketing mistakes you should avoid. Remember, putting to practice, not just reading and sharing, is what matters.

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