1. Ignoring Negative Keywords
One of the biggest mistakes advertisers make is failing to use negative keywords. Without them, your ads could be shown for irrelevant search queries, attracting unqualified clicks that burn through your budget. For example, if you sell luxury watches, you probably don’t want to appear for searches like “cheap watches” or “free watches”.
How to avoid it:
Build and continuously update a negative keyword list. Use your search terms report to spot irrelevant queries and block them moving forward.
2. Not Tracking Conversions Properly
Clicks are great, but without proper tracking, you won’t know which ones are turning into customers. Many advertisers rely solely on click-through rates (CTR) and impressions, ignoring what really matters—conversions.
How to avoid it:
Set up conversion tracking through Google Ads, Google Analytics, or your CRM system. Make sure to test that it’s working correctly and capturing valuable actions like purchases, sign-ups, or calls.
3. Using Broad Match Keywords Too Widely
Broad match keywords can be a double-edged sword. While they give your ads a wider reach, they can also attract low-quality traffic that isn’t aligned with your offer.
How to avoid it:
Start with phrase match or exact match keywords. This gives you tighter control over which searches trigger your ads. Gradually expand using broad match only once you have reliable data.
4. Poor Ad Copy
You’ve only got a few seconds (and characters) to grab attention. Weak or vague ad copy that doesn’t address the searcher’s intent can result in low engagement and wasted spend.
How to avoid it:
Write compelling, benefit-focused ad copy. Highlight what sets your product or service apart, include strong calls to action, and match your messaging to the keywords and audience intent.
5. Sending Traffic to a Weak Landing Page
Even if your ad is perfect, a poorly designed landing page can kill your chances of conversion. Slow load times, cluttered design, or irrelevant content can all drive visitors away.
How to avoid it:
Optimise your landing pages for speed, clarity, and relevance. Ensure there’s a clear message match between your ad and the page, and use strong calls to action that encourage users to take the next step.
6. Not Testing Your Ads
Many businesses set up their PPC campaigns and leave them running without ever testing different versions of their ads. This leads to stagnation and missed opportunities for improvement.
How to avoid it:
Continuously A/B test different headlines, descriptions, and CTAs. Use the results to iterate and improve performance over time.
7. Forgetting to Monitor and Optimise Regularly
PPC isn’t a “set it and forget it” marketing channel. Failing to review your campaigns regularly can lead to wasted budget, especially if there are changes in the market or customer behaviour.
How to avoid it:
Review your campaigns weekly. Look at key metrics like CTR, Quality Score, cost per conversion, and search terms. Adjust your bids, ads, and keywords based on performance.
Final Thoughts
PPC can be incredibly powerful—but only if managed carefully. By steering clear of these seven common mistakes and focusing on continuous improvement, you’ll be well on your way to getting better results and higher ROI from your paid advertising campaigns.