Digital Marketing

Are you Guilty of making these 7 PPC Mistakes?


The key to running a successful Google Ads campaign for your local business is simple – plan ahead. Ok, so it’s not really as simple as that. As you probably already know, even a well-planned ads campaign can get complicated to manage and things can go down south quickly. It’s all about details – and there is just so much of it to handle. This is probably why so many brands are taken aback when their ad campaigns fail to deliver the desired results. 

This brings us to the obvious question – what can you do to get your Google Ads campaign to be a success? 

Well, the short answer is to watch out for common PPC mistakes that most brands make when planning their ads campaign. And trust me, there a quite a few areas where you can go wrong and make easily avoidable mistakes. A majority of the PPC mistakes that brands make go unnoticed. 

As an example, something simple and basic such as ignoring or not focusing on geo-target ads can impact your ads campaign significantly. To help you successfully run your ads campaign, here is a list of PPC mistakes to avoid.

1. Focusing on the Number 1 Spot – Obsessively!

Yes, everyone wants to capture the top spot. And you should. But here’s the thing, obsessively focusing on the top spot is one of the most common, and probably the most common PPC mistake that brands make when running their ad campaigns. 

Instead of spending all of your efforts, resources, and time focusing on just reaching the number one spot can distract you or keep you from focusing on other important areas of your ads campaign. 

A better strategy would be to focus on your ROI. So even if you make it to the number two or three spot, it’s still great going. Why? Because your ads campaign will still manage to successfully generate clicks – and it won’t cost you a bomb. 

2. Going Overboard with your PPC Budget

Of course, there are times when you have to bulk up your PPC budget – this can be true if you are planning a new campaign or during the holiday season when sales are so fluid and ramping up your marketing spend can deliver good dividends. However, this in no way means you should go overboard and raise your bids and budget to the extent that it shoots a hole through your collective marketing spend. 

Instead of focusing only on expanding your PPC budget, you might do a lot better by focusing on identifying different ways to optimize your ad campaign strategy. 

And since we are on the topic, here’s another classic PPC mistake brands are guilty of making – they focus all their PPC budget on just one area or strategy. Instead, try a multi-channel approach that can effectively optimize your PPC efforts across different channels.  

3. Forgetting to Use Ad Extensions

It can happen and it does happen – even to the most seasoned PPC campaign managers! 

Given the fact that there are so many “free” ad extensions available – it is prudent to utilize them. So if you think that just using two headlines and two descriptions will get the job done, you couldn’t be more wrong. 

So what type of ad extensions should you add?

While the type of ad extension you should add depends on your business and the kind of ad you run, there are a few important Google ad extensions that are necessary for fueling a successful PPC campaign. These include the following;

  • Location extension. 
  • Price extension.
  • Sitelink extension. 
  • Structured snippets.
  • Callout extension. 

By using these ad extensions you can give your ad can enjoy greater screen space, help build on the engagement quotient, and boost click-through rates.

4. Ignoring Negative Keywords

Unless you specify, Google will automatically display your ad for certain phrases such as “cheap” or “free.” 

Now the logic here is simple – every click on your ad costs money so you naturally want to ensure your ad receives clicks that are high-quality. 

Google has introduced several changes to its match types through the years. And this has made it easy to include more keywords. Of course, a good number of these keywords might not even be relevant to your PPC campaign. So they should be avoided.

The best way to optimize your ads is by using Google’s negative keywords list to exclude as many unnecessary keywords as possible.

5. Not Using Ad Schedules

Google campaigns by default show ads at all times of the day. However, if you have run a Google ads campaign earlier, you probably are aware that certain times offer the best conversions. The best time to display your ads should be the time when your target customers are most active and responsive. 

Instead of wasting your precious PPC spend on running ads all through the day, you should utilize ad scheduling within Google Ads to increase or lower your bid modifiers within specific times during the day. This way you can focus completely on periods that offer the best returns – even if that window is really short. If you want, you can also opt for disabling your ads completely during certain periods when you know running your ads will earn very little or no clicks at all.  

6. Setting Up your Google Ads Campaign and then Forgetting about it!

Your ads campaign will deliver the best results if you consistently focus on optimizing it – regardless of how long the campaign runs. However, a common mistake that brands make is that they set up their ads campaign and then completely forget about it. If you are guilty of making the same mistake then this is probably one of the reasons why your ads campaign is not delivering the desired results. 

Make sure you track your KPIs every day. And if you find that your metrics are not showing up in the way you want, then you need to make changes and tweak your campaign. If on the other hand, you find that your KPIs are showing the kind of results you want, then scale up and focus on expanding on the strategies that are working. If there is one time when you should consider increasing your PPC budget, then it would be this since you are sure of getting desired returns. 

7. Not Using Location Targeting

If you are a local business, then you definitely will benefit by targeting local audiences. There is little value in running ads in places other than your local market space. Of course, if you have the money, then running ads in other places could offer value vis-à-vis increased brand exposure. If however, you are running your ads campaign on a tight budget, then you should use location targeting for your ads campaign. 

Location targeting works by making sure your ads get visibility among target audiences. Using the user’s location in your ad is another way to boost your ad’s performance as it boosts the engagement potential of your ads. 

In Conclusion

The above-mentioned PPC mistakes are among the most common reasons why brands find it difficult to reap dividends from the Google Ads campaign. This is why it is so important to constantly monitor your campaign progress and address any mistakes as and when they happen as opposed to ignoring them. In the long run, common paid-advertising mistakes can prove to be counter-productive and negatively impact your ads campaign results. 



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