Pay per click advertisements have been around for a couple of decades now, but advertisers still struggle to make the most out of them. Why is that? After all, if such a system has been used for so many years, how haven’t people mastered the art of it yet?

The truth is that the landscape is so dynamic and it’s always changing. Every few months, pay per click advertising changes so much that after a year or two, the knowledge you have could become obsolete.

With a landscape that changes so drastically and so rapidly, it can be incredibly difficult to know how to use it to your advantage which is why people use Tampa PPC services.

When running a pay per click advertising campaign, there are many dos and don’ts. You have to know what you’re doing and be up to date with the PPC advertising world. Here are some of the most common PPC management mistakes that you should avoid.

Top 5 Pay Per Click Management Mistakes

To help you run a more successful advertising campaign using pay per click ads, here are the top five mistakes to watch out for.

1. Not Testing

Not doing a trial run of your PPC ad campaign sits at the top of our list. It’s pretty impossible to write a perfect ad campaign in one shot, so it’s imperative that you run several tests before you actually launch your campaign. This might seem obvious, but to many people it’s not and it costs their businesses every time.

When you test your ad, don’t just test the ad text or ad copy. Make sure to test images and also test across different platforms. Your PPC ad won’t just be viewed from a desktop, so make sure it fits well in a mobile format and vice versa.

Other things to do during the testing process is run a Google diagnostics check, a heuristic analysis check, and user testing protocols. With Google diagnostics, you’ll learn how well your tracking and analytics are set up. This can be a huge factor in keeping track of your campaign once it’s been launched, so you want to be certain it works well.

2. Focusing on the Wrong Metrics

Particularly for those that aren’t as experienced with pay per click ads, focusing on the wrong metrics is a major mistake. Google offers great tools for tracking your campaign and viewing where new customers are coming from, but if you aren’t focusing on these metrics in the first place, you won’t know what’s working and what isn’t.

We recommend adding Google ValueTrack parameters to your ads so that you can go into more detail with what your analyzing. With ValueTrack, you can easily set up functions for viewing which customers come from organic search and which customers viewed ads using broad match, phrase match, or exact match keywords.

In general, there are a few PPC advertising metrics you should focus on as they are the most helpful in determining how useful an ad is. These are your click through rate, conversion rate, cost per acquisition, and cost per click. If you’re using Google ads, you should also focus on your quality score.

Focusing on the right PPC advertising metrics is important even when you’re running a short-term campaign. Every little piece of information can help and in the future, you may want to look back on the data collected.

For this reason and many more, take the time to make sure you are looking at beneficial metrics and tracking the right information from the start.

3. Not Having A Strategy

Every business endeavor needs to have a strategy. From your mission statement to your advertising campaign, you want to develop a clear and well-planned strategy for how you’ll move forward.

Whenever you run a new PPC advertising campaign, it’s vital that you have a strategy too. No matter what type of PPC advertising campaign it is, your strategy will help keep things on track and ensure your advertisements are getting to the right audience.

While you may think PPC advertising is simple, it may not be quite as easy as you expect. As such, making a strategy ahead of time and sticking to it can help eliminate the stress or confusion involved with organizing and maintaining an ad campaign.

When you are creating your PPC advertising strategy, you need to think about what personas your ad will target, but don’t get distracted by designing an entire Myer-Briggs personality type. You aren’t writing a novel, you’re creating an ad campaign.

Instead of defining how extroverted your audience is and what they’re passionate about, focus on using qualitative then quantitative research to define your audience.

4. Targeting Poor Keywords

In the world of pay per click advertising, keywords are everything. While this is true for all types of online advertisements, it’s especially true for pay per click ads.

Without the right keywords, your PPC ad could appear in searches where your services aren’t relevant or needed. In this case, you could pay for clicks that don’t turn into conversions.

When you choose your keywords, don’t just pick a few words that you believe are relevant to your ad. Think about what other situations those words could arise in and make sure you’re very specific. Do your research on keywords just like you would before any other advertising campaign.

One of the worst things that can happen when using pay per click advertising is attracting uninterested customers that you still have to pay for.

With the incorrect keywords, customers who are looking for something entirely different could come across your ad and you’ll end up paying for it, even if they end up leaving your home page or landing page quickly.

5. Using the Wrong Match Type

With three different keyword match types available, it can be difficult to know which type is the right one to use.

While broad match is heavily favored, it’s not recommended for all ads. Instead, consider using exact match or phrase match when creating your PPC ads.

Not sure what the difference between the three is? Here’s a quick guide:

  • Exact Match: the exact term, word for word. You’ll typically write up a long list of keywords for exact matches, but misspellings won’t be included.
  • Broad Match: this will include misspellings or slight variations between the search and your keywords. Synonyms will also be included and word order may vary.
  • Phrase Match: recently changed out for Modified Broad Match, phrase match will relate to phrases or similar matches. It won’t include synonyms, but it will include close variations in any order they may be typed in.

In some cases, always using broad matches can get very expensive in just a short amount of time. Because of this, do some research to find out if using phrase match or exact match will cost less, but still yield similar or better results.

Other Common PPC Mistakes

The above list isn’t complete, but it contains the most important and most common mistakes. Here are a few other PPC mistakes that people will often make.

Not Using Emotion

Emotional ads appeal to customers in a completely different way. Without emotion, customers are likely to scroll right past your ad in hopes of finding something that connects with them better.

What’s more, when you use emotion in your ads, you’re more likely to get a higher quality score by Google.

With higher quality scores, you’ll pay less to run your advertisement and more customers will see your ad. Don’t make the mistake of overlooking emotional appeals.

Using “Bid Only” When Remarketing

Another expensive mistake is forgetting to switch from the “bid only” settings to the “target and bid” settings during remarketing. When your ad is set to “bid only”, it will be shown to whoever Google deems fit as well as your audience.

While this works fine at first, when you’re launching a PPC remarketing campaign, you want to reach out to customers that have already been to your site.

This isn’t a very common PPC mistake, but for those who aren’t familiar with PPC ads, it can slip past your attention and cause you problems.

Weak Calls to Action

Get rid of those stereotypically calls to action like “download now” or “buy now”. If you see it on every ad, don’t put it in yours. Overused calls to action can make customers turn away from your ad instead of visiting your website, so avoid those clichés.

Instead, try using more unique calls to action. Rather than saying “Buy Sunglasses Now”, say “Buy the Best Sunglasses Here” or something else that will draw attention, but isn’t so overused that people skip right past it.


When using pay per click ads, every business has made mistakes. Since the landscape of PPC ads changes so often, you really have to be up to date and in the know if you want to create effective ads. You’ll have to keep yourself “in the know” at all times to feel confident in creating your PPC ads. If you want professional help with your ads, don’t hesitate to call us today.

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