10 min read

Do you have a pay-per-click ad strategy that makes your sales skyrocket, or is your campaign stuck on the launchpad?

We’re sure you know that pay-per-click (PPC) advertising is essential for driving traffic to your website and increasing sales. However, creating an effective PPC campaign can be challenging, especially if you don’t have the expertise or resources to optimize your campaigns. 

Lucky for you, we have the answers you need to boost your pay-per-click strategy and achieve hypergrowth at TNT Growth!

In this blog post, we’ll discuss some common mistakes businesses make when creating PPC campaigns and provide tips and best practices to help you achieve exponential growth with your marketing campaigns. We’ll also highlight essential elements of a successful PPC campaign, such as clear goal-setting, thorough keyword research, targeted ad groups, compelling ad copy, and conversion tracking.

To round things out, we’ll provide a list of tools and techniques that you can use to optimize your PPC campaigns, such as ad extensions, remarketing campaigns, A/B testing, bid adjustments, audience targeting, and leveraging Google Analytics data. By implementing these strategies, you can avoid common PPC mistakes and ensure your campaigns are as effective as possible.

Whether you’re new to PPC advertising or looking to improve your existing campaigns, keep reading to discover what your pay-per-click strategy may be missing and how you can blast off to PPC success!

8 Common Pay-Per-Click Ad Strategy Mistakes 

In the vast digital marketing universe, PPC advertising is essential for businesses to boost website traffic and skyrocket sales. However, crafting an effective PPC campaign can seem daunting, especially if you’re going it alone.

But that doesn’t mean you should fear stepping into the realm of PPC ads to achieve marketing success! In this section, we break down six common mistakes you might make when building your paid advertising campaigns and tips on how to fix them.

1. Unclear Goals

One of the most significant mistakes you can make is not setting clear goals for PPC campaigns. Without well-defined goals, you’ll be unable to tell whether your mission to build a strong ad campaign is successful or not. How can you get on target if you don’t even know where the target is? 

Your campaign goals should be SMART: specific, measurable, achievable, relevant, and time-bound. This means you should know what you want to achieve with your campaigns, how you plan to measure success, and when you expect to achieve their goals.

For example, instead of setting a vague goal like “I want to increase my company’s revenue,” a SMART goal would be “I aim to increase my company’s revenue by 15% in the next six months by launching a targeted marketing campaign to reach 5,000 new customers and implementing an upselling strategy to boost the average transaction value by 10%.”

This goal is Specific (15% revenue increase), Measurable (monitored by sales figures and customer reach), Achievable (by employing targeted marketing and upselling techniques), Relevant (directly linked to the company’s growth objectives), and Time-bound (six months).

2. Only Focusing on Short-Tail Keywords

Another mistake that businesses often make is focusing only on short-tail keywords. Short-tail keywords are generic search terms with higher search volumes but are less specific, like “shoes,” “pizza,” or “digital marketing.” Focusing solely on short-tail keywords makes it hard for you to compete with other businesses and results in low conversion rates. 

To supercharge your keyword strategy, conducting thorough research and targeting short and long-tail keywords in your campaigns is essential. Long-tail keywords are more specific and tend to have lower search volumes but higher conversion rates. 

Long tail keyword examples would be something along the lines of:

  • “Women’s running shoes with arch support”
  • “Late night pizza delivery near me”
  • “Digital marketing strategies for small businesses on a budget”

By targeting both types of keywords, businesses can attract a more targeted audience and improve their conversion rates.

3. Targeting the Wrong Audience

Knowing your audience is essential to a successful PPC campaign, and you won’t reap the rewards of paid ads if you focus on the wrong demographic. For example, you typically wouldn’t want to run a targeted ad campaign on a women’s health website if you’re trying to sell a luxury item commonly bought by middle-aged men.

You need to understand your target audience‘s interests, demographics, and behaviors to create highly targeted campaigns. The best way to do that is by building a user persona for your ideal client and using that as your North Star to guide you to success. By doing so, you can create campaigns that are more likely to resonate with your target audience and drive conversions.

4. A Poor Landing Page Experience

The last thing you want is for a potential customer to click on your ad and then bounce because your landing page looks like it was made at the turn of the millennium. A poor landing page experience is like turning customers away at the door and will definitely hurt the effectiveness of a PPC campaign. 

Some warning signs of a poorly performing landing page include a hard-to-follow design, slow loading speed, and an unclear call to action.

Landing pages should be relevant to the ad, visually appealing, and easy to navigate. If not, your landing page experience can result in a high bounce rate and low conversion rates. Businesses should ensure that the landing page is optimized for the user experience and is consistent with the ad’s messaging.

5. Ignoring Negative Keywords

Ignoring negative keywords is another common mistake when creating PPC campaigns. Negative keywords are search terms irrelevant to a business’s products or services. For example, terms like “unhealthy” and “junk food” would be negative keywords if you create a campaign for a new low-calorie snack.

By adding negative keywords to a campaign, companies can prevent their ads from appearing in irrelevant searches, improving the ad’s quality score and reducing the cost per click.

6. A Lack of Optimization

Not monitoring and optimizing campaigns is like driving in the dark without your lights on — you might reach your destination, but it won’t be a fun ride. 

PPC campaigns require ongoing monitoring and optimization to ensure they perform at their best. By regularly reviewing campaign data, businesses can identify areas for improvement and make necessary changes to improve campaign performance.

7. Improperly Setting Up Conversion Tracking

Without proper tracking, it becomes challenging to gauge the effectiveness of your campaigns and understand which aspects require optimization. To avoid this pitfall, ensure your conversion tracking is correctly set up within your PPC platform by implementing conversion tracking codes on your website and utilizing platform-specific conversion tracking features.

Regularly check your conversion tracking to confirm it’s working correctly and providing accurate data. Fine-tuning your technique will help you maximize the ROI of your PPC campaigns and better align them with your business objectives.

8. Not Using the Right Bidding Strategy

Even the most expertly crafted ad campaigns can fall short if they aren’t backed by the right bidding strategy. To keep your ads on the right track, your PPC campaign requires an appropriate bidding strategy to optimize performance and manage advertising costs.

A typical mistake advertisers make is not selecting the right campaign bidding strategy, leading to wasted ad spend and lower-than-expected results. Some possible bidding strategies include:

  • Manual CPC bidding: This strategy allows you to set individual bids for different keywords. It provides the most control over your bids but can be time-consuming and challenging to optimize for many keywords.
  • Automated bidding: Google Ads and other PPC platforms offer automated bidding options that use machine learning algorithms to optimize your bids based on your campaign objectives. Automated bidding strategies can save time and improve campaign performance but may require ongoing monitoring and adjustments to achieve the best results.

To avoid this mistake, carefully analyze your campaign objectives, budget, and available resources. Choose the bidding strategy that aligns with your goals and optimizes your ad spend effectively. Regularly review and adjust your bidding strategy as needed to ensure that your PPC campaigns continue to perform at their best.

Key Takeaways:

  • Do: set clear goals, focus on both short-tail and long-tail keywords, research your audience
  • Don’t: settle for a  poor landing page experience, ignore negative keywords, forget to monitor your campaign

Ways to Fix Common PPC Campaign Mistakes

If you’ve made some of the common PPC mistakes, don’t worry. With some training, you’ll be leaping those hurdles in no time. In this section, we’ll explore the essential elements of a successful PPC campaign and how you can implement them into your paid advertising strategy.

Before we get into it, we want to restate that defining clear and measurable goals is a must for your campaigns. Once you’ve set your campaign goals, you can start following best practices to maximize your PPC campaign potential.

Conduct Thorough Keyword Research and Build Targeted Ad Groups

Thorough keyword research is like mining for gold — it takes time but adds immense value in the long run. Performing keyword research that adds value involves researching and identifying the keywords potential customers use to search for products or services in a particular industry. 

It’s important to select keywords relevant to the business and have a high search volume, but low competition. Using long-tail keywords can also be beneficial in targeting more specific search queries and increasing conversion rates. Resources like Google’s Keyword Planner, Semrush, and Keywords Everywhere are great tools for finding the right keywords.

Creating targeted ad groups is also an outstanding way to ensure ads are relevant to the target audience. Ad groups should be based on themes or categories related to the business’s products or services. For example, a clothing retailer might create ad groups based on product categories such as “Women’s Tops,” “Men’s Pants,” or “Accessories.” By creating targeted ad groups, businesses can ensure that their ads are tailored to the specific interests of their target audience.

Write Compelling Copy and Optimize Landing Pages for User Experience

Words have the potential to captivate and audience and keep them wanting more. That’s why writing compelling ad copy is essential to your paid ad success. Ad copy should be concise, relevant, persuasive, and include a clear call to action. This is also where you deploy your keyword research to improve ad relevance and quality score, leading to a lower cost per click.

Effective landing page design gives your stellar copy a great place to live and is essential to converting ad clicks into sales or leads. Landing pages should be visually appealing and contain clear and concise information about the advertised product or service. You should also optimize landing pages for user experience, with clear calls to action and easy navigation.

Implement Conversion Tracking Techniques and Monitor Your Data

Implementing conversion tracking is crucial to understanding the effectiveness of a PPC campaign. By tracking conversions, businesses can identify which keywords, ad groups, and campaigns generate the most conversions and optimize accordingly. 

A great way to track conversions is by implementing conversion tracking codes on your website or using conversion tracking features such as Offline Conversion Import (OCI) within your PPC platform. At TNT Growth, we built a proprietary system to effectively import “offline” conversions for our lead generation and long conversion funnel clients. 

However, knowing how to track your conversions is only half of the data analysis battle. You also need to regularly monitor and optimize your campaigns to ensure that a PPC campaign performs at its best. 

This involves analyzing campaign data, identifying areas for improvement, and making necessary changes to improve campaign performance. Best practices for monitoring and optimizing campaigns include:

  • Regularly reviewing campaign data
  • Testing different ad copy and landing pages
  • Adjusting bids based on performance
  • Optimizing campaign settings

Creating a successful PPC campaign starts with defining actionable goals and following up with simple techniques that help you achieve those goals. By implementing best practices for each aspect of your campaign, you can create PPC campaigns that drive traffic, increase sales, and achieve your overall business objectives.

Key Takeaways:

  • A successful PPC campaign requires a well-defined strategy that includes clear and measurable goals.
  • Thorough keyword research, targeted ad groups, compelling ad copy, effective landing pages, conversion tracking, and regular monitoring and optimization are essential elements of a successful PPC campaign.
  • By focusing on these elements, businesses can create PPC campaigns that drive traffic, increase sales, and achieve their overall business objectives.

Tools and Techniques for Improving PPC Campaigns

Now that you know what you can do to overcome typical pay-per-click mistakes, it’s time to look at some shiny new tools and techniques that you can add to your belt. Once you master using these tools, your ad campaigns will run like a well-oiled machine.  

In this section, we’ll explore some of the most effective tools and techniques for improving PPC campaigns, including assets, remarketing campaigns, A/B testing, bid adjustments, audience targeting, and using Google Analytics data to inform PPC strategy.

Implementing Assets and Remarketing Campaigns

Assets are additional pieces of information you can add to a PPC ad to provide more context and encourage clicks. Assets can include site links, callouts, structured snippets, call extensions, and location extensions. By leveraging these assets on your ad platform, you can provide more information about your products or services and construct ads that make people want to click.

Remarketing campaigns are a powerful tool for reaching potential customers who have already shown interest in a business’s products or services. By targeting users who have previously visited a website or engaged with a company, you can increase the chances of conversion and improve ROI. Remarketing campaigns can be targeted based on specific pages visited or actions taken on a website, allowing for highly targeted advertising.

Performing A/B Testing and Making Bid Adjustments

A/B testing involves creating multiple ad or landing page versions and testing them against each other to identify which version performs better. A/B testing can be used to test different ad copy, landing page designs, or call-to-action buttons. By testing different variations, businesses can identify the most effective elements of their PPC campaigns and optimize accordingly.

Bid adjustments allow businesses to adjust their bids based on device type, time of day, or location. For example, a company may choose to bid higher for users searching for their products on mobile devices since mobile users tend to have a higher intent to purchase. By adjusting bids based on these factors, businesses can improve the effectiveness of their campaigns and increase ROI.

Using Audience Targeting and Google Analytics for Maximum Effectiveness

Audience targeting involves targeting specific groups of users based on their interests, behaviors, or demographics. By using audience targeting, businesses can ensure that their ads are shown to the most relevant audience. This technique can also exclude users who are unlikely to convert, such as existing customers or users who have previously purchased.

Finally, businesses can use Google Analytics data to inform their PPC strategy. By analyzing website data, you can identify which pages generate the most traffic, which keywords drive the most conversions, and which campaigns perform best. This information can be used to optimize your PPC campaigns and improve overall ROI.

Building and Following a Meticulous Checklist to Optimize Your Account

Embarking on a PPC campaign is similar to launching a space mission – preparation and attention to detail are critical. By building and following a meticulous checklist, you can optimize your account and ensure the success of your advertising efforts. 

A comprehensive checklist should encompass your entire PPC strategy and highlight daily, weekly, and monthly items to ensure your campaign succeeds. Some list items may include daily metrics tracking like reviewing click-through rates, a weekly analysis of total traffic, and monthly reviews of your bidding strategy to ensure proper ad spend.

By adhering to this systematic approach, you’ll maintain a well-structured account and be able to identify areas for improvement, ensuring your PPC campaigns remain on course to achieve your desired results.

Key Takeaways:

  • Ad extensions, remarketing campaigns, A/B testing, bid adjustments, audience targeting, and using Google Analytics data are all effective tools and techniques for improving PPC campaigns.
  • By using these tools and techniques effectively, businesses can increase the chances of conversion, improve ROI, and achieve their overall business objectives.
  • Ongoing monitoring and optimization are essential for achieving the best possible results from a PPC campaign.

Choose TNT Growth to Be Your Paid Advertising Partner

Creating a successful pay-per-click (PPC) campaign requires a well-defined strategy and meticulous attention to detail, but you can make it happen!

Remember that creating a successful PPC campaign is an ongoing process that requires constant monitoring and optimization. By defining clear and measurable goals, performing proper keyword research and landing page design, and diligently monitoring your campaign data, you can create PPC campaigns that drive traffic and increase your growth!

If you’re not seeing the results you want from your paid ad campaigns or don’t have the time to achieve your advertising goals, TNT Growth is here to help. With over a decade of experience with Google Ads and PPC campaigns, we have meticulous methods that help businesses achieve hypergrowth.

Book a free strategy session with us today to see how we can grow your business today!