9 Common Mistakes in PPC and How To Resolve Them

Reliqus Marketing

16 February 2023

By Priti Gupta
Marketing Director

Pay-per-click (PPC) advertising is an effective way to drive traffic to your website, increase your brand’s visibility, and generate leads or sales. However, PPC campaigns can quickly become costly if you make mistakes.

Here are 9 Common Mistakes in PPC when creating your PPC campaign.

1. Not Setting Clear Goals

One of the most common mistakes in PPC is not setting clear goals. Before launching a PPC campaign, it’s essential to define what you want to achieve with it. For instance, do you want to increase brand awareness, generate leads, or drive more sales? Setting clear goals will help you focus on the most relevant keywords, ad copy, and landing pages for your campaign.

To Resolve this mistake, start by outlining your goals and objectives. Make sure they are relevant, time-bound, detailed, quantifiable, reachable, and relevant (SMART). Then, align your PPC strategy with your goals and monitor your campaign’s performance regularly to see if you’re on track. 

2. Poorly Defined Target Audience

One of the biggest mistakes you can make in PPC advertising is failing to properly define your target audience. Without a clear understanding of who you’re targeting, you’ll waste money on clicks from people who are unlikely to become customers.

To Resolve this mistake, take the time to research and develop detailed buyer personas. These are fictional representations of your ideal customers and should include information such as demographics, interests, pain points, and buying habits.

Once you have your buyer personas, use them to inform your PPC targeting. You can use various targeting options such as age, gender, location, interests, and keywords to ensure your ads are only shown to people who are likely to be interested in your products or services.

3. Ignoring Keyword Research

Any successful PPC campaign is built on thorough keyword research. Choosing the right keywords can make or break your campaign’s success. However, many advertisers make the mistake of using broad or irrelevant keywords, which can drain their budget and reduce their ROI.

To Resolve this mistake, conduct thorough keyword research before launching your campaign. Use keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to identify the most relevant and profitable keywords for your business. Consider the search volume, competition, and relevance of each keyword to your goals and audience.

4. Overlooking Negative Keywords

The terms you don’t want your ads to appear for are known as negative keywords. For example, if you’re selling “leather shoes,” you may want to exclude terms like “rubber shoes” or “canvas shoes” to avoid irrelevant clicks and wasted budget. Neglecting negative keywords can lower your quality score, decrease your CTR, and inflate your CPC.

To Resolve this mistake, add negative keywords to your PPC campaigns regularly. Review your search query reports to see which terms triggered your ads and resulted in irrelevant clicks. Then, add those terms as negative keywords to prevent your ads from showing up for them in the future.

5. Failing to Optimize Ad Copy

Your ad copy is the first impression your potential customers have of your business. Writing compelling, relevant, and action-oriented ad copy is essential to maximize your CTR, improve your quality score, and lower your CPC. However, many advertisers make the mistake of using generic or boring ad copy, which can lower their CTR and increase their bounce rate.

To Resolve this mistake, optimize your ad copy for your target audience and goals. Use relevant keywords, highlight your unique value proposition, and include a strong call-to-action (CTA) that entices users to click on your ad. Test different variations of your ad copy to see which ones perform best and refine your strategy accordingly.

6. Poorly Optimized Landing Pages

Even if you have a well-written ad, your PPC campaign won’t be effective if your landing pages are poorly optimized. Your landing page is where people are directed after clicking on your ad, and if it doesn’t meet their expectations or doesn’t clearly communicate the benefits of your product or service, they’ll quickly leave.

To Resolve this mistake, create landing pages that are tailored to each ad campaign. Your landing pages should have a clear headline, a concise description of your product or service, and a prominent call to action. Be sure to remove any unnecessary distractions, such as navigation menus or links to other pages, and optimize your landing page for mobile devices.

It’s also important to test different landing page variations to see what works best. Try different headlines, descriptions, and calls to action to see which ones lead to the most conversions.

7. Not Tracking Conversions

Tracking your conversions is essential to measure your campaign’s performance and ROI. Without tracking, you won’t know which keywords, ads, or landing pages are driving the most conversions and revenue. Many advertisers make the mistake of not setting up conversion tracking or relying on inaccurate or incomplete data.

To Resolve this mistake, set up conversion tracking for your PPC campaigns. Use Google Analytics or a third-party tracking tool to track your conversions, revenue, and other key performance indicators (KPIs). Set up conversion goals and assign a value to each goal to track your ROI accurately.

8. Setting Up One Campaign for All Ad Groups

Setting up one campaign for all ad groups is a common mistake in PPC. While it may seem more manageable to have one campaign, it can make it difficult to optimize your campaigns for each ad group’s specific goals and audience. It can also lead to overspending on underperforming keywords or ad groups.

To Resolve this mistake, set up separate campaigns for each ad group or niche. This allows you to tailor your ad copy, keywords, and landing pages to each group’s specific goals and audience. It also makes it easier to monitor and optimize each campaign’s performance and budget.

9. Not Monitoring and Optimizing Your Campaigns

One of the biggest mistakes in PPC is not monitoring and optimizing your campaigns regularly. PPC campaigns require constant monitoring, testing, and optimization to maximize their performance and ROI. Failing to do so can lead to wasted budgets, low-quality scores, and missed opportunities.

To Resolve this mistake, monitor your PPC campaigns regularly. Review your ad performance, click-through rates, conversion rates, and other KPIs to identify areas for improvement. Test different ad variations, landing pages, and keywords to see what works best for your business. Optimize your bids, budgets, and targeting settings to ensure that you’re getting the most out of your campaign.


PPC advertising can be a powerful tool for driving traffic, generating leads, and increasing sales. However, it’s essential to avoid common mistakes to maximize your ROI and save money. 

Set clear goals, conduct thorough keyword research, use negative keywords, optimize your ad copy and landing pages, track your conversions, set up separate campaigns, and monitor and optimize your campaigns regularly. By doing so, you can achieve your PPC goals and boost your business’s bottom line.

Also Read: PPC Strategies For Boosting ROI

Priti Gupta

Marketing Director at Reliqus

She has worked on 100+ Digital Marketing projects, including a wide array of Content writing, SEO, Copywriting, Social media & Paid ads.

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